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A Study of Consumer Behaviour Towards Purchase of Royal Enfield in Lucknow
A Study of Consumer Behaviour Towards Purchase of Royal Enfield in Lucknow
(BBA-3603)
On
“A Study of Consumer Behaviour towards Purchase of
Royal Enfield in Lucknow”
Session 2022-2023
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
DECLARATION
I hereby declare that all the information provided in this project report are true to the
whatsoever.
In the event of any information provided in this report being found incorrect or
Achievement is finding out what you would be then doing, what you have to do. The
higher the summit, the harder is the climb. The goal was fixed and we began with a
determined resolved and put in ceaseless sustained hard work. Greater challenge, greater
was our effort to overcome it. This project work, which is my first step in the field of
support of industry guide. I would like to pay my sincere regards and thanks to Dr.
I take this opportunity to extend my sincere gratitude and profound obligation towards
my Project report guide Mr. Manish Jain for giving me valuable suggestions &
encouragement and continuing support, this Research Report project would not have been
possible.
I am highly thankful to other faculty members whose able guidance in this project makes
important in the field of Business Management. It offers the student to explore the
valuable treasure of experience and an exposure to real work culture followed by the
industries and thereby helping the students to bridge gap between the theories explained
Research Report plays an important role in future building of an individual so that we can
understand the real world in which he has to work in future. The theories greatly enhance
our knowledge and provide opportunities to blend theoretical with the practical
knowledge where researcher gets familiar with certain aspect of research. I feel proud to
Acknowledgement iv
Preface v
2 Company Profile 19
4 Research Methodology 47
5 Limitations 51
6 Data Analysis 53
7 Findings 77
8 Recommendations 81
9 Conclusion 84
10 Bibliography 86
11 Annexure 88
TABLE OF CONTENT
INTRODCUTION
TO THE TOPIC
1
INTRODUCTION TO THE TOPIC
The purpose of this study on customer preference will help us to understand the
needs & Wants of the customers towards Royal Enfield. The study could provide
customer towards Royal Enfield. As the objectives of this study is to analyze the
customer preference and to find out the customer satisfaction level towards the
ironic brand Royal Enfield. This study also investigate the services and factors
which influence the customers to purchase the Royal Enfield bikes and also
identify what customers are expecting from the Royal Enfield. To know about the
social, personal and psychological factors. For this purpose, 120 customers were
selected and obtained the various responses based on the questionnaire method. By
and large it was found that most of the customers are choosing Royal Enfield
vehicles because of its Vehicle Appearance, pickup, good models and engine
appearance etc.
global market. Being the leader in product and process technologies in the
growth. During the last decade, well¬-directed efforts have been made to provide a
new look to the automobile policy for realizing the sector's full potential for the
2
economy. The liberalization policies have led to continuous increase in
competition which has ultimately resulted in modernization in line with the global
Presently many international brands like Honda, Suzuki, etc. are competing with
Indian brands such as Hero Honda, Bajaj, and T V S, Kinetic etc. to capture Indian
markets.
These aggressive marketing strategies have resulted in making the consumer the
major key for success in the industry. Each product offering is now designed to
meet and exceed the expectations of the consumer. But understanding consumer
behaviour and knowing consumers is never simple. And it is more difficult that to
understand what a consumer perceives about the product. Customers may say one
thing but do another. They may not be in touch with their deeper motivations.
They may respond to influences that change their minds at the last moment. Small
companies such as a corner grocery store and huge corporations stand to profit
MARKET
The term market may be considered as a convenient meeting place where buyers
and sellers gather together for the exchange of goods and services. Market means a
3
group of people having unmet wants, purchasing power to make their demand
effective and the will to spend their income to fulfill those wants. Today a market
The American marketing association defines a market, ‘as the aggregate demand
Under keen competition, a marketer wants to create or capture and retain the
target market. The market offering i.e. supply must meet customer demand, which
Marketing
activities necessary to direct and facilitate the flow of goods and services form the
1. Matching the product with demand i.e. customer needs and desires or the
target market.
4
The American marketing association defines marketing as the process of planning
and executing the conception, pricing, promotion and distribution of ideas, goods
objectives.
Marketing Management
management efforts for the flow of goods and services from the producer to the
consumers. It looks after the marketing system of the enterprise. It has to plan and
mix to fulfill the set goals of the business. It has to formulate sound marketing
policies and programs. It looks after their implementation and control. It has to
5
Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its marketing
There are four elements or variables that make a marketing mix, they are:
2. Decisions on promotion
3. Decisions on price
4. Decisions on distribution.
The four ingredients are closely interrelated. Under the systems approach the
decision in one area affects action in the other. Marketing mix decisions constitute
According to Philip Kotler the term marketing mix is, ‘the set of controllable
variables that the firm can use to influence the buyers response’. In the simplest
manner, the basic marketing mix is the blending of four inputs or sub mixes,
Price mix decision refers to decisions on the product list price, discounts,
6
Promotion mix decisions refer to decisions on the products advertising, sales
Marketing Planning
A marketing plan lies down in writing the marketing objectives, programs and
integrated marketing plan is prepared the company shall prepare functional plan
for each component of marketing mix. To have a sound marketing plan, every
this plan and the preparation of master marketing plan to serve the objective of the
factor.
Marketing Research
data about problems connected to the marketing of goods and services i.e.
problems relating to product, price, promotion and distribution of the 4p’s of the
marketing mix.
7
Marketing research is concerned with all those factors, which have a direct impact
upon the marketing of products and services. Marketing research has grown along
with the expanded role of marketing as the focus for the business decision-making.
market.
Consumer
A person who purchase or has the capacity to purchase the goods of service often
for sale by the marketing firm in order to satisfy personal need and desires.
Perception
Perception is the sensing of stimuli external to the individual organism the act or
8
Attitude
Brand
intended to identify the goods or services of one seller or group of sellers and to
Consumer Behavior
The term consumer behavior can be defined, as, ‘the behavior that the consumer
display in searching for, purchasing, using and evaluating products, services and
ideas, which they expect, will satisfy their needs’. The study of consumer behavior
place; it also promotes understanding of the role that consumption plays in the
lives of individuals.
potential consumers as they become aware of, evaluate, purchase and consume and
tell others about products and services. It is the pattern of response of buyers to
marketing offer of a firm. It refers to the process as how consumers make their
9
purchase decisions. It is concerned with what, why, how much, when and from
model. Marketing and environmental stimuli enter the buyer’s consciousness. The
buyer’s characteristics and decision process lead to certain purchase decisions. The
between the arrival of outside stimuli and the buyers purchase decisions.
psychological factors.
1. Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior.
The roles played by the buyers culture, subculture and social class are particularly
important.
o Culture
Culture refers to that complex whole which includes in it knowledge, beliefs, art or
o Subculture
10
Each culture consists of smaller subcultures that provide more specific
o Social Class
takes the form of a caste system where the members of different castes are reared
for certain roles and cannot change their caste membership more frequently;
2. Social Factors
o Reference Groups
A persons reference groups consists of all the groups that have a direct or indirect
o Family
The family is the most important consumer buying organization in the society and
person’s position in each group can be defined in terms of role and status. A role
consists of the activities that a person is expected to perform. Each role carries a
status.
11
3. Personal Factors
People buy different goods and services over their lifetime. Taste in clothes,
Consumption is shaped by the family life cycle. Marketers often choose life-cycle
savings and assets, debts, borrowing power and attitude toward spending versus
saving.
o Lifestyle
People from the same subculture, social class, and occupation may lead quite
expressed in activities, interest’s and opinions. Lifestyle portrays the world person
Each person has a distinct personality that influences buying behavior. It is that
12
image. Marketers try to develop brand images that match target markets self
image.
4. Psychological Factors
o Motivation
A person has many needs at a given time. A need becomes a motive when it is
o Perception
o Learning
When people act they learn. Learning involves changes in an individual’s behavior
arising from experience. Learning theory teaches marketers that they can build up
demand for a product by associating it with strong drives, using motivating cues
Through doing and learning, people acquire beliefs and attitudes. These in turn
about something. The beliefs make up product and brand images and people act on
these images.
13
An attitude is a person enduring favorable or unfavorable evaluations, emotion
feelings and action tendencies toward some object or idea. Thus a company would
be well advised to fit product into existing attitudes rather than try and change
people’s attitudes.
14
LITERATURE REVIEW
customers. How a company sets and meets product and service expectations plays
price. These three areas will be used to factor a score for the Expectations
category. The results of the three questions will be used to factor an overall
customer perceives the purchase process. Two key areas for questions include an
open ended question on why they purchased and a ratings question on their
Question data will be used for the analysis of Purchase Decision category. The
open ended responses from the “Why” questions will be used for product strengths
analysis. The results of the purchase experience question will be used for the
important differentiations a company can have. For this report, customers will rate
a company in three key areas: customer service, timeliness for problem resolution,
15
and expertise. These three areas will be used to factor a score for the Customer
Service category.
Brian Thomas (2002) has mentioned that brand awareness plays an important role
in consumer preferences.
consumers based on the decision support tool for the internet shopping. This tool
maintenance cost, re sale value and cost seems to be imprecise in nature. Here
purchase regularity, satisfaction, origin and willingness to pay for selected local
buying behavior. Soren W. Scholzet al(2010) have stimulated and expanded on the
products which are imprecise in nature and vague to predict which is suitable and
16
To perceive and predict the decision, preference measurement approaches are
respondents. This study provides empirical support for the predictive validity and
products.
preferences for cars. The analysis was confined to households that purchased new
cars in 1986 and employed two-stageprobit analysis. Results indicated that the
were interested in more fuel efficient and heavier cars as well as cars with lower
depreciation rates and a lower frequency of repair are more likely to buy Japanese
Gary A. Knight (1984) has compared the consumer preferences for goods made
abroad and made in the home country by both home country and foreign firms.
Indeed he has suggested that the country of manufacture and product quality
categories.
17
Timothy J. Ross(2010) has given the concepts of fuzzification and defuzzification
to identify the key issues in the perfect way by giving the due weightage to the
parameters.
VenkatoRao R (2007) has demonstrated the details of graph theory and the matrix
linguistic terms with their corresponding crisp scores were given. Instead of
assigning arbitrary values for various attributes, this fuzzy method reflects the
brand and local brand. It was designed to find out the buying behavior patterns. It
was suggested that consumer might evaluates products based on information uses
which were extrinsic and intrinsic. The results revealed that most important factors
that influence a consumer’s final decision are the price and quality of the product.
18
Company Profile
19
COMPANY PROFILE
Industry Automotive
Rudratej Singh(President)
Royal Enfield is an Indian motorcycle manufacturing brand with the tag of "the
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automaker. The company makes the Royal Enfield Bullet, and other single-
motorcycle brand in the world still in production, with the Bullet model enjoying
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.
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
21
Profile of the Organization
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
technology and systems in its bikes. In 1996, when the Government of India
22
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,
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.
23
Awards 2010:
- NDTV Profit Car & Bike Awards 2010: Motorcycle of the Year above 250 cc.
- NDTV Profit Car & Bike awards 2010: Best PR Communications Team.
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
24
springs and in the framework. This was adopted, patented and marketed as the
'Townsend Cyclists Saddle & Spring'. He had entered the bicycle parts trade!
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.
25
THE COMING INTO BEING (1891 – 1900)
Smith. They took control of Townsend’s in November 1891. The following year
the firm was re-christened ‘The Eadie Manufacturing Company Limited’. Soon
after, Albert Eadie got a lucrative contract to supply precision rifle parts to the
October 1892, the Enfield bikes were announced to the public. The following year
the word Royal (after the Royal Small Arms Company) was added and thus Royal
Enfield began. Then in 1893 the Royal Enfield trademark ‘Made like a Gun’
appeared. Britain was caught up in a patriotic fervor and the slogan caught the
spirit of the time. In 1899 the first mechanical vehicle was advertised by Enfield
Cycle Company. It was available in both tricycle and quadric cycle form, powered
by a De Dion 1.5 hp engine. The high wheels, solid tires, block chains and heavy
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cross frames had by then given way to Diamond frames, the Hyde Freewheel,
Enfield 2 speed hub and the well known Eadie Coaster. Then came the ‘Riche
Model’ with more refined fittings. By 1907, the cycle industry was still
27
1897-Quadricycles
several developments were made. About then, an Enfield quadric cycle completed
breakdowns.
Buoyed by success, Smith and Eadie decided to extend the range of quadric cycles
and tricycles to include motorcars. The first Royal Enfield cars were built in 1901
and were on the road in 1902. It was an 8hp, using a DE Dion engine. The body
was made in Leicester and painted yellow hence car was known as ‘The Yellow
Car’. But this was just a temporary phase, a wild romance that was soon to die.
1909-Motorcycle Craze
28
spin on a motorbike then took several hours of preparations - tuning the tiny
water-cooled engine, getting the tires pumped, the gears oiled and a supply of
spare parts packed. In 1909, Royal Enfield took the biking world by surprise. At
the motorcycle show that year, they displayed a small 2 1/4 hp V twin-engine
machine built in the Swiss tradition, which ran very well. A slightly larger model
was developed in 1911. A 2 3/4 hp, with all chain drive incorporating the well-
contract to build bikes for the Imperial Russian Government during the same
period. The machine gun combination and the 6hp stretcher-carrying outfit were
some of the models produced for the war purpose. Enfield started using its own
engines - a 225cc two-stroke single and a 425cc V-twin about this time. Post-war,
it produced a larger 976cc twin and continued to produce the two-speed 225L until
1929. In 1917, the officers of the Women’s Police Force were issued with a 2
gearbox and chain final drive. In the 1913-1914 Enfield V-Twin the lubricating oil
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was contained in a glass tank attached to the frame tube that ran from the seat to
the rear of the engine. This worked perfectly and had the added advantage of
providing an instant visual check of oil levels. The 1915 make 675cc in-line 3-
cylinder 2-stroke prototype was the worlds’ first with this configuration and
engine type.
loss of marks. The year 1924 saw the launch of the first Enfield four-stroke 350cc
1928-The Depression
continuous sales even during the dark days of depression in Great Britain towards
the end of 1930. In 1927 Royal Enfield produced a 488cc with a four-speed
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gearbox, a new 225cc side-valve bike in 1928, and a four-stroke single in 1931.
Several machines were produced in the next decade, from a tiny two-stroke 146cc
Cycar to an 1140cc V-twin in 1937. Can you even imagine that Royal Enfield’s
was made of the now famous Bullet name. Longer stroke, four-valve head exposed
valves and heavily finned crank case was the features that ran from 1932 until the
end of 1934.
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
31
POST WAR BULLETS (1941 - 1950)
front fork placed the Redditch marquee at the very forefront of motorcycle design.
The biggest advancement introduced by the new Bullet was its swinging arm rear
suspension system and hydraulic damper units themselves. In 1947 Enfield made a
J2 - the first model with a telescopic front end, followed in 1948 by a 500cc twin
(Enfield's 25bhp answer to the Triumph Speed Twin), which stayed in production
until 1958.
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
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
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250cc Clipper; a short stroke 250cc Crusader; 250cc Trials; Super 5; Continental;
engines, all new configurations, new paint schemes, new capacity classes… the
motorcyclist had never had such a wide choice ever before. The 1950s saw the
market open up both ways, downwards for smaller capacity, light and
maneuverable machines, and upwards for larger capacity, high powered and
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
33
ten years, with the Bullet slowly evolving into the familiar form we know and love
today.
in 1959). However, in 1961, Eddie Mulder won the Big Bear Enduro on an
Enfield, which
gave the company a new foothold in the U.S. under its own name and started a
new marketing of the product. Models available in the U.S. that year included a
Angeles on an Enfield that year. Enfield won 31 out of 39 races in 1961 and had
34
1963-But back home in Madras…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. Mudgaurd 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
legs and mudguards, and instantly found a market among the many that wanted a
Bullet, but were diffident about handling it’s weight and size. The Mini Bullet too
was introduced this year. This motorcycle was a 200cc two stroke sporting
‘contemporary’ design. Enfield India attempted to reach out to the young market,
35
TOUGH TIMES AHEAD (1981 - 1990)
machines. The 50cc Silver Plus step-through and Explorer motorcycle are
these bikes redefined the entry-level segment. The Silver Plus, initially a two-
speed and then later a three speed, found a ready market not only among the young
office going male, but among an increasing number of women who found the step-
through design convenient. The Explorer, with its contemporary bikini fairing and
'fastback' tailpiece. Both bikes sported alloy wheels, a first in India. Close on the
heels of the little wonders came the Fury 175. Powered by a 175 Zundapp two-
stroke engine with a five-speed gearbox, this refreshingly quick motorcycle came
fitted with a hydraulic disc brake. Again a first in the country. And a bike, many
as an option, to aid in brighter lighting and easier starting. It was also the year
when Enfield India grew confident enough about their flagship product to begin
36
sending 'coals back to Newcastle'. Owing to their status as 'brand new vintages',
Enfield Bullets found a strong niche market in the UK and Europe, among people
37
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.
coveted model.
1994 Eicher acquires Enfield-In March the ailing company got a new lease of
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
awards it ‘The Best Cruiser 2002’ title. The Bullet Machismo enters commercial
production. Dan Holmes and Johnny Szoldrak won the National Road Race
38
2003
Goa.
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.
launched in the UK.34 men ride simultaneously on a Bullet, setting a new world
record.
2005
Electra features a revolutionary 5-Speed left side gear shift that makes the
39
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
2007
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
40
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
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
now...
41
Why ride a lesser bike. Nothing more to be said.
promises to be the 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
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
42
500 CC motorcycle here recently. The team while exhibiting extraordinary skill,
courage, endurance and mental strength, entered the annals of record books by
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.
43
ORGANISATIONAL STRUCTURE
GENERAL MANAGER
(Proprietor)
Sales
Representative
44
OBJECTIVES OF THE
STUDY
45
OBJECTIVES OF THE STUDY
1. To study preference level of consumer towards Royal Enfiled in Lucknow
Market
Enfield.
service.
46
RESEARCH
METHODOLOGY
47
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
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
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
48
interviewed them and discussed with the showroom staff as well as with the
browsing magazines, newspapers and articles and papers related to the two
wheeler industry in India. Numerous Journals and books related to the topic were
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 Lucknow city. The
Size of Sample 75
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
49
inferences are drawn which in turn was used for interpretation. Based on, these
From the set of inferences and interpretation, conclusion have been drawn which
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 Lucknow City and the scope is
limited.
50
LIMITATIONS
51
LIMITATIONS
This research is geographically restricted to Lucknow city only. Hence the result
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.
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
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.
52
DATA ANALYSIS AND
INTERPRETATION
53
DATA ANALYSIS AND INTERPRETATION
25-29 19 26%
30-34 14 18%
Above 35 12 16%
TOTAL 75 100%
16%
40% 20-24
25-29
18%
30-34
Above 35
26%
GRAPH No.1
GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE
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.
TABLE No.2
54
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON
GENDER
FEMALE 6 8%
TOTAL 75 100%
8%
Male
Female
92%
GRAPH No.2
GRAPHSHOWING-THE PROFILE OF THE RESPONDENTS BASED ON
GENDER
Interpretation
It is clear that most of the users of Royal Enfield are males mostly because of the manly
look of the bikes.
55
TABLE No.3
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%
No. of Respondents
18%
Student
Govt service
44% Ex-servicemen
Proffesional
Self-employed
28%
6%
4%
GRAPH No.3
GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS
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.
56
TABLE No.4
TABLE SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS
INCOME GROUP NO. OF PERCENTAGE
RESPONDENTS
LESS THAN 1,20,000 39 52%
1,20,001-3,60,000 10 14%
3,60,001-7,20,000 14 18%
TOTAL 75 100%
16%
18%
52%
GRAPH No.4
GRAPH SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS
Interpretation
It shows that Royal Enfield is placing their products in the appropriate and reasonable
price range and the people of income bracket less than 1,20,000 can easily afford this
Bike.
57
TABLE No.5
TABLE SHOWING-THE MODEL OF THE ROYAL ENFIELD THE
RESPONDENTS PRESENTLY OWN
MODEL NO. OF PERCENTAGE
RESPONDENTS
BULLET 500 11 14%
MACHISMO 500 6 8%
OTHERS 3 4%
TOTAL 75 100%
18 17
16
16 15
14
12 11
10
8 7
6
6
4 3
2
0
No. of Respondents
GRAPH No.5
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.
TABLE No.6
58
TABLE SHOWING- THE PURCHASING WAY OF THE CUSTOMERS
LOAN 21 28%
TOTAL 75 100%
No.of Respondents
28%
CASH
LOAN
72%
GRAPH No.6
GRAPH SHOWING- THE PURCHASING WAY OF THE CUSTOMERS
Interpretation
It is clear that customers are easily affording the price of Royal Enfield bikes and they are
not feeling much problem with the amount.
59
TABLE No.7
TABLE SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER
MOTORCYCLE WHILE PURCHASING ROYAL ENFIELD BIKE
NO 48 64%
TOTAL 75 100%
36%
64%
YES NO
GRAPH No.7
GRAPH SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER
MOTORCYCLE WHILE PURCHASING ROYAL ENFIELD BIKE
Interpretation
It is clear that 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.
60
TABLE No.8
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. It’s clear that Royal Enfield should concentrate on its
advertising campaign to reach the customers.
61
GRAPH No.8
GRAPH SHOWING- THESOURCE OF AWARENESS FOR CUSTOMERS
WHILE BUYING THEIR ROYAL ENFIELD BIKE
35%
30%
25%
20%
15%
10%
5%
0%
r
ape es
p in s
ws az on
ne ag ti ow
m r ela dsh dd
s
e
nd ro
a
tv
a sit
sa we
b om
en
d
wro
fri sh
o
62
TABLE No.9
TABLE SHOWING- THE MILEAGE OF ROYAL ENFIELD AFTER
PURCHASE OF BIKE
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.
63
GRAPH No.9
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
64
TABLE No.10
TABLE SHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE
RARELY 19 26%
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
It is clear that most of the Royal Enfield bikes doesn’t breakdown at all and it is not
problematic and not involved into repair always.
65
GRAPH No.10
GRAPHSHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE
10%
26%
64%
Very often
Rarely
Not at all
66
TABLE No.11
TABLE SHOWING- THE PLACE OF PURCHASE OF ROYAL ENFIELD BIKES
& THEIR SATISFACTION LEVEL TOWARDS IT
PLACE OF NO. OF PERCENTAGE
PURCHASE RESPONDENTS
SHOWROOM 48 64%
DIRECT SECOND HAND 22 30%
USED VEHICLES 5 6%
DEALERSHIP
TOTAL 75 100%
67
GRAPH No.11
GRAPH SHOWING- THE PLACE OF PURCHASE OF ROYAL ENFIELD
BIKES AND THEIR SATISFACTION RESPONSE TOWARDS IT
48
No. pf Respondents
50
45
40
35
22
30
25
20
15 5
10
5
0
Showroom Direct second hand Used vehicles dealership
Point of satisfaction
24%
Satisfied
Not Satisfied
76%
68
TABLE No.12
TABLE SHOWING- THE AVAILABILITY OF SPARE PARTS IN THE
MARKET
AVAILABILITY NO.OF PERCENTAGE
RESPONDENTS
READILY AVAILABLE 51 68%
TOTAL 75 100%
Analysis
From the above it is clear that 68% of the respondents are satisfied with the availability of
spare parts and remaining 32% of respondents are discontent with the availability of
spare parts.
Interpretation
It is clear that majority of the respondents are satisfied with spare parts availability and
we can say that Royal Enfield has good distribution channel for spare parts in the city.
69
GRAPH No.12
GRAPH SHOWING-THE AVAILABILITY OF SPARE PARTS IN THE
MARKET
6%
16%
10%
68%
Readily Available
Don't get them readily
Don't have good spares supply
Major headache
70
TABLE No.13
TABLE SHOWING- THEMAJOR PROBLEMS AFTER PURCHASING ROYAL
ENFIELD BIKE
PROBLEMS NO. OF PERCENTAGE
RESPONDENTS
HIGH MAINTENANCE 11 14%
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
It is clear that majority of the people who choose Royal Enfield as their bike don’t have
any problems or issues with their bike’s performance.
71
GRAPH No.13
GRAPH SHOWING-THEMAJOR PROBLEMS AFTER PURCHASING ROYAL
ENFIELD BIKE
14%
10%
42%
20%
High maintainance
Poor after sales
service
High Price
4% Low mileage
10%
Noisy vehicle
No problem
72
TABLE NO.14
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
It is clear that 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.
73
GRAPH No.14
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP
45 Excellent
40
35
30 Good
25
20
15 Average
10
5
0 Poor
No. of Respondents
74
TABLE No.15
TABLE SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY
RATING NO. OF PERCENTAGE
RESPONDENTS
POOR 7 9%
AVERAGE 12 16%
GOOD 24 32%
EXCELLENT 32 43%
TOTAL 75 100%
Analysis
From the above table it is clear that 9% of the respondents rated very poor and they were
not at all satisfied, 16% of them rated average, 32% of them rated good and maximum
number of respondents i.e. 43% rated excellent and these respondents were very much
satisfied with their bikes comfort and safety.
75
GRAPH No.15
GRAPH SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY
9%
16%
43%
Poor
Average
32% Good
Exellent
Interpretation
It is clear that majority of the respondents are satisfied with their bikes comfort and
safety. This shows Royal Enfield has an excellent satisfaction level within the customers.
76
FINDINGS
77
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
2. It is clear that most of the users of Royal Enfield are males mostly because of the
3. Users are mostly Professional males, 20-35 years of age including some students
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
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
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
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
78
9. 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.
10. Most of the Royal Enfield bikes doesn’t breakdown at all, it is not problematic
11. It is clear that most of the respondents prefer to buy their bike brand new from
showroom only and majority of the customers are very much satisfied with the
place of purchase of their Royal Enfield bike. This also shows there is more
12. It is clear that majority of the respondents are satisfied with spare parts availability
and we can say that Royal Enfield has good distribution channel for spare parts in
the city.
13. It is clear that majority of the people who choose Royal Enfield as their bike
14. 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
15. Majority of the respondents are satisfied with their bikes comfort and safety. This
shows Royal Enfield has an excellent satisfaction level within the customers.
16. 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
17. It is clear that People who choose not to buy Bullets do so because of low
their promotional campaigns and make sure it reaches the common man.
79
18. It is clear that most of the respondents service their bikes in the showrooms and
also with a well known bullet mechanic. There is no much difference but this
19. 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
20. Majority of the respondents are very much interested in Rider Mania and also
80
RECOMMENDATIONS
81
RECOMMENDATIONS
Aggressive selling- The Company should follow an aggressive selling concept. A
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 behavior of customers and design their ad campaigns
Weak follow up from dealerships- It was observed during the study that Royal
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
82
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
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
chosen to represent the Brand. It is necessary for Royal Enfield to have a brand
Build iconic status- Royal Enfield should concentrate on building around the
manufacturers.
83
CONCLUSION
84
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 behavior 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
350/500, also customers are easily affording the price of Royal Enfield bikes and
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
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
85
BIBLIOGRAPHY
86
BIBLIOGRAPHY
Books Referred
Magazines Referred
Websites Referred
www.royalenfield.com
www.wikipedia.org
www.enfieldmotorcycles.com
87
ANNEXURE
88
QUESTIONNAIRE
Name:______________________
1. Age:
Gender : Male Female
2. Occupation:
Student Government service
Professional Self employed other
3. Annual Income:
Less than 1, 20,000 1, 20,001-3, 60,000
3, 60,001-7, 20,000 Above 7, 20,000
6. Did u consider other motorcycle while buying the Royal Enfield bike?
Yes No
- If yes which bike did you compare with?
Bike cc
7. Please specify your source of awareness of Royal Enfield while buying your bike?
Newspapers Magazines Friends
Road shows TV Adds Website/blogs
Showroom Others
89
8. Please specify your bike’s mileage?
45km/lit & above 40-45
35-40 30-35 Below 30
10. Which place did you prefer to purchase your Royal Enfield bike?
Showroom Direct second hand
Used vehicles dealership
Are you satisfied purchasing there? YES NO
No problem
High maintenance Poor after sales service
High price Low mileage Noisy vehicle
13. How many stars will u rate for your satisfaction level with respect to power and
pick up of your Royal Enfield bike?
Poor Average Good Excellent
14. How many stars will u rate for your satisfaction level with respect to comfort and
safety of your Royal Enfield bike?
90
Poor Average Good Excellent
15. How does your friend say to your Royal Enfield bike?
Trendy Macho
High Cost Low mileage
Expensive spare parts
Others- If any
16. What do you think is the major barrier for not purchasing Royal Enfield bikes by
non-bullet riders?
18. Do you agree that company takes action towards the complaints lodged by the
customers?
YES NO
Are you satisfied with their replies?
YES NO
19. How many times have you suggested your friends or relatives to purchase of Royal
Enfield bikes?
1-2 3-4 More than 5
91
20. Would you like to participate in the Rider Mania organized by the Royal Enfield
club?
YES NO
92