Professional Documents
Culture Documents
REPORT
ON
Prashant Dubey
Roll No: 1515470010
FMT, HCPG
(FACULTY OF MANAGEMENT & TECHNOLOGY, HARISHCHANDRA
POST GRADUATE COLLEGE)
Bawan Beegah, Varanasi
2015 2017
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Certificate
This is to certify that this organization Study Report titled
A STUDY OF CONSUMER SATISFACTION TOWARDS ROYAL
ENFIELD BIKES AT BANGLORE
based on an original study conducted by
PRASHANT DUBEY
of IIIrd Semester MBA under the guidance of
Ms. RAJINI KOHRA (MKT. DEPT.)
This report is based on the original study undergone and has not formed
the basis for the award of any other degree/diploma by AKTU or any other
University.
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DEEPAK RAJKUMAR
(SALES MANAGER)
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Declaration
I hereby declare that the project work entitled A Study on
Customer Satisfaction Towards
Royal
Enfield
Bikes
at
PRASHANT DUBEY
MBA- III SEMESTER
(1515470010)__ _
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Acknowledgement
It gives me tremendous pleasure in bringing out this project entitled A STUDY
ON
CUSTOMER
SATISFACTION
TOWARDS
ROYAL
ENFIELD
BIKES,
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Index
CHAPTER
CHAPTER 1
Introduction
CHAPTER 2
Research Design
CHAPTER 3
Company Profile
CHATPER 4
Data Analysis &
Interpretation
DISCRIPTION
PAGE
NO.
07
35
42
62
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CHAPTER 5
Finding,
Conclusion And
Suggestions
ANNEXURE(S)
78
85
CHAPTER 1
INTRODUCTION
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INTRODUCTION TO MARKETING
Marketing is the process of performing market research, selling products and/or
services to customers and promoting them via advertising to further enhance sales. It
generates the strategy that underlies sales techniques, business communication, and
business developments. It is an integrated process through which companies build strong
customer relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep
the customer. With the customer as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management.
Marketing evolved to meet the stasis in developing new markets caused by mature
markets and overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived needs
and wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions.
It proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.
An orientation, in the marketing context, related to a perception or attitude a firm
holds towards its product or service, essentially concerning consumers and end-users.
Throughout history, marketing has changed considerably in time with consumer tastes.
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CONTEMPORARY APPROACHES
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products that people will not buy. History attests to many products that were commercial
failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA
(Solution, Information, Value and Access). This system is basically the four Ps renamed
and reworded to provide a customer focus. The SIVA Model provides a
demand/customer-centric alternative to the well-known 4Ps supply side model (product,
price, placement, promotion) of marketing management.
Product
Solution
Price
Value
Place
Access
Promotion
Information
If any of the 4Ps were problematic or were not in the marketing factor of the
business, the business could be in trouble and so other companies may appear in the
surroundings of the company, so the consumer demand on its products will decrease.
ORGANIZATIONAL ORIENTATION
In this sense, a firm's marketing department is often seen as of prime importance
within the functional level of an organization. Information from an organization's
marketing department would be used to guide the actions of other departments within
the firm. As an example, a marketing department could ascertain (via marketing
research) that consumers desired a new type of product, or a new usage for an existing
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product. With this in mind, the marketing department would inform the R&D
department to create a prototype of a product/service based on consumers' new desires.
The production department would then start to manufacture the product, while the
marketing department would focus on the promotion, distribution, pricing, etc. of the
product. Additionally, a firm's finance department would be consulted, with respect to
securing appropriate funding for the development, production and promotion of the
product. Inter-departmental conflicts may occur, should a firm adhere to the marketing
orientation. Production may oppose the installation, support and servicing of new capital
stock, which may be needed to manufacture a new product. Finance may oppose the
required capital expenditure, since it could undermine a healthy cash flow for the
organization.
MARKETING RESEARCH
Marketing research involves conducting research to support marketing activities,
and the statistical interpretation of data into information. This information is then used
by managers to plan marketing activities, gauge the nature of a firm's marketing
environment and attain information from suppliers. Marketing researchers use statistical
methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared
tests, linear regression, correlations, frequency distributions, poison distributions,
binomial distributions, etc. to interpret their findings and convert data into information.
The marketing research process spans a number of stages, including the definition of a
problem, development of a research plan, collection and interpretation of data and
disseminating information formally in the form of a report. A distinction should be made
between marketing research and market research. Market research pertains to research in
a given market. As an example, a firm may conduct research in a target market, after
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CUSTOMER SATISFACTION
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." It is seen as a key performance indicator within business and is part
of the four of a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy. Within organizations,
customer satisfaction ratings can have powerful effects. They focus employees on the
importance of fulfilling customers expectations. Furthermore, when these ratings dip,
they warn of problems that can affect sales and profitability. These metrics quantify an
important dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective. In researching satisfaction, firms
generally ask customers whether their product or service has met or exceeded
expectations. Thus, expectations are a key factor behind satisfaction. When customers
have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget moteleven though its
facilities and service would be deemed superior in absolute terms.
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If the first option doesn't work then what? Should they contact different people for
billing and technical enquiries? If they're not satisfied with any aspect of your customer
service, who should they tell? There's nothing more annoying for a client than being
passed from person to person, or not knowing who to turn to. So make sure your
customer service policy is present on your site -- and anywhere else it may be useful.
5. Attention to Detail
Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalized sign-up confirmation email for a
service that you could tell was typed from scratch? These little niceties can be time
consuming and aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed, wanted
and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple message:
when you promise something, deliver. Clients don't like to be disappointed. Sometimes,
something may not get done, or you might miss a deadline through no fault of your own.
Projects can be late, technology can fail and sub-contractors don't always deliver on
time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go a miss.
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CUSTOMER LOYALTY
Obtaining a thorough understanding of customer loyalty is a prerequisite for the
execution of the research at hand. For that, the development of customer loyalty research
within the framework of relationship marketing will be presented first, before different
customer loyalty concepts will be introduced. From these concepts, a definition of
customer loyalty for use in this study will be derived, before both consequences and
antecedents of customer loyalty will be portrayed.
Since the beginning of the 1990s, customer loyalty has gained importance both in
relationship marketing research and in business. In business, this can be attributed to
changing market- and competition-environments. Due to a shift from a sellers to a
buyers market and because of an increasing degree of globalization, most industries find
themselves confronted with new challenges. In a first phase, firms tried to face these
challenges by focusing on their internal processes and organizational structures, trying to
achieve cost reductions by concentrating on internal improvements. A second phase of
external focus followed, where firms directed attention to their customers, trying to
retain existing ones and to win over new ones (churning). Since acquiring new
customers is much more expensive than keeping them. And loyal customers are the
bedrock of any business. A loyal customer base represents a barrier to entry, a basis for
a price premium, time to respond to competitor innovations, and a bulwark against
deleterious price competition. Loyalty is critical to brand volume, is highly correlated to
market share, and can be used as the basis of predicting future market share;
consequently, understanding loyalty appears critical to any meaningful analysis of
marketing strategy.
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and customers. Accordingly, the objects of study in this perspective usually are buying
behavior in retail contexts and long-term relationships marked by frequent interaction
between suppliers and buyers in industrial contexts.
BEHAVIORIST CUSTOMER LOYALTY CONCEPTS
Behaviorist concepts of customer loyalty have been at the core of early marketing
research and focus on customers observable behavior, as e.g. in purchasing behavior.
Accordingly, customer loyalty is established, when customers demonstrate consistency
in their choice of supplier or brand. Hard-core loyalty, when one product alternative is
exclusively repurchased and of reinforcing loyalty, when customers switch among
brands but repeat-purchase one or more alternatives to a significant extent. Similarly,
customer loyalty as the proportion of times a purchaser chooses the same product or
service in a specific category compared to the total number of purchases made by the
purchaser in that category. Pegging customer loyalty to purchasing behavior, however,
is very critical; there can be a multitude of factors affecting purchasing behavior, such as
product availability or special deals, which are not grasped by looking at purchases
alone. A main deficit of the behaviorist approach thus is that it does not look at the
drivers behind purchasing behavior. Another disadvantage of behaviorist customer
loyalty concepts is their ex-post approach. When loyalty is only expressed through
purchases, information on customers actual loyalty status in between purchases is not
available. Consequently, decreasing loyalty is only recognized after it manifests itself
through changed purchasing behavior. Only in relationships with frequent interaction
can a supplier integrate further aspects, such as complaints, into customer loyalty
management. The reason, why behaviorist concepts may still be valuable, is because the
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state-of-the-art technology
competitive pricing
Procedural Quality
ease of ordering
accurate fulfillment
on time delivery
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ease of tracking
Relationship Quality
The tailored Programs provide direct, statistically valid, comparison data of you to your
competition on the following actionable areas:
Responsiveness
Competitiveness
Innovativeness
Quality
Customer Service
It accurately quantifies your competitive strengths and weaknesses from your customers'
perspective. Using the data, it will help you focus strategic efforts to retain and increase
market share. The programs also provide direct measure of the effectiveness of
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initiatives your organization has implemented during prior year (after first year's
participation). That is, you will have quantifiable internal benchmarks (in addition to the
external competitive benchmarks) on the repeat annual surveys to judge progress based
on actions you have taken during the previous 12 months.
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COMPANY FUNCTION
QUALITY FACTORS
Product
Sales
Knowledge
Brochure detail
Marketing
Mailing frequently
Order Delivery time
Distribution
Order Completeness
Problem Response Time
After Sales
Time to Resolve
Accuracy
Accounts
Problem Response
Courtesy
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Response Time
Documentation
Personnel
Billing
Communication
Follow Up
Requests
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that will differentiate you and make your work life easier, more fun, and more
responsive to customer needs.
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When complaints are moved up the chain of command, they become more expensive to
handle and only add to the customer's frustration.
INDUSTRY PROFILE
AUTOMOBILE INDUSTRY TILL DATE
The automobile industry is one of the biggest industries in the world. Being a
major revenue and job generating sector it drives the economies of some of the
superpowers of the world. In India the automobile industry has grown by leaps and
bounds since the advent of the liberalization era the automobile industry and especially
the two wheeler segment has grown by leaps and bounds.
The liberalization has done away with primitive and prohibitive practices of
licensing and restricted foreign investment have been done away with. The result of
which was the entry of foreign players into the Indian market. The two wheeler segment
was largely dominated by Automobile Products of India (API) and Enfield in the 50s.
Later on towards the end of the 50s Bajaj Autos began importing Vespa scooters from
Italian company Piaggio. In the following decades the automobile industry in India was
mainly dominated by scooters with API and later Bajaj dominating the market. There
were very few products and choices available as far as motorcycle is concerned and
Enfield bullet and Rajdoot dominated the market. The 80s saw the entry of Japanese
companies in the Indian market with the opening up of the market to foreign companies.
Hero Honda and TVS Suzuki are companies formed in this era of market reform. The
market was still predominantly scooter dominated and Bajaj and LML were the leading
brands producing the products at that time.
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The Japanese companies not only collaborated with Indian companies to produce
the already existing products but also brought in new technology as a result of which the
ever conquering 100cc bikes which were extremely fuel efficient with 4 stroke engines
were launched in India. These proved to be highly successful as they provided a cheap
and affordable means of personal transport to all those who could not buy a car. The
flourishing middle class took a great liking for these bikes and the bike sales in India
began to grow exponentially year on year leading to Hero Honda becoming the leader in
the two wheeler industry in India and the largest producer of two wheelers in the world.
The post 90s era was the era of liberalization and weakening of restrictive measures. The
government went on an overdrive to support the industry and all FDI regulations and
licensing was abolished. 100% FDI was allowed in the automobile industry and the
excise duty was also considerably reduced to its current level of 12% on two wheelers.
All these factors combined with the rising fuel prices, the increasing dispensable
incomes of households, easy access to finance, etc. have led to two wheeler industry
becoming the backbone of the automobile industry in India. The two wheeler industry in
India forms a major chunk of the automobiles produced in India. According to Society
of Indian Automobile Manufacturers statistics for the year 2009 2010, two wheelers
comprise 76.49% of market share among the vehicles produced in India. The production
share of two wheelers is quite similar to the market share. The two wheeler industry
comprises around 74% of the total automobiles produced in India. The SIAM data for
the year 2009-10 states that 8,418,626 two wheelers were produced during the year
against a total of 11,175,479vehicles produced during the year.
India emerged as Asia's fourth largest exporter of automobiles, behind Japan,
South Korea and Thailand. Indias automobile sector consists of the passenger cars and
utility vehicles, commercial vehicle, two wheelers and tractors segment. The total
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market size of the auto sector in India is approximately Rs 540 billion and has been
growing at around 8 percent per annum for the last few years. Since the last four to five
years, the two wheelers segment has driven the overall volume growth on account of the
spurt in the sales of motorcycles. However, lately the passenger cars and commercial
vehicles segment has also seen a good growth due to high discounts, lower financing
rates and a pickup in industrial activity respectively. Major automobile manufacturers in
India include Maruti Udyog Ltd., General Motors India, Ford India Ltd., Eicher Motors,
Bajaj Auto, Daewoo Motors India, Hero Honda Motors, Hindustan Motors, Hyundai
Motor India Ltd., Royal Enfield Motors, TVS Motors and Swaraj Mazda Ltd.
With the economy growing at 9% per annum and increasing purchasing power
there has been a continuous increase in demand for automobiles. This, along with being
the second largest populated country, makes the automobile industry in India a very
promising one.
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average Indian still does not have the purchasing capacity for a more expensive, four
wheeler. The story of
in Indian roads, not concerned about safety and the evolution of the idea of TATA Nano
has been quite famous globally. The Indian two wheeler industries can be divided into
motorcycles, scooters and mopeds. The consumer has changed his preference from
mopeds to scooters and then to motorcycles. The trends seen in the past few years
include females increasingly using two-wheelers for their personal commutation and
various two wheeler manufacturers designing vehicles specially to cater to needs of this
segment. One of the earliest revolutions in this industry was Kinetics introduction of the
concept of electronic/self-start and automatic gears which made two wheelers
comfortable and useable by women, when compared to old Bajaj Chetak advertisements
which showed middle aged females riding a Bajaj Chetak scooter.
A recent trend in the industry has been electric vehicles, which mostly leverage on
their eco-friendliness and low operating costs, but is still not accepted well due to the
lack of reputation of the manufacturers and lack of trust on technology, which is still
being perceived in the nascent stages, especially battery and inverters which prove to be
very expensive components. TVS recently leveraged this opportunity by launching a
hybrid model of their non geared scooter TVS Scooty. The end of the last decade saw
Bajaj taking a radical decision to do away with the Scooter range and completely
concentrate on motorcycles, especially stating change in customers preference as the
main reason. The customers are left without a choice in most cases than to migrate from
the traditional scooters of the Indian family to the all youthful bikes.
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CHAPTER 2
RESEARCH DESIGN
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INTRODUCTION
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.
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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.
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This study includes Customers 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 Varanasi and the scope is limited.
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
users 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 Varanasi 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.
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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.
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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
users 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 Varanasi city. The
sample was judgmental and methodology was convenient random sampling.
Size of Sample
75
Sampling technique
Bangalore City
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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 throughout the study.
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CHAPTER 3
COMPANY PROFILE
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George
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
FOUNDED
DEFUNCT
: 1971
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PRODUCTS
famous
Royal
It
stems
from
the
British
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
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 51
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.
small
was
his
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-
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 52
dozen machines. Each machine, known locally as the 'Townsend cycle' was reputed for
its sturdy frame, a character that all Enfield bikes would follow.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 53
1892 KICK STARTING ROYAL ENFIELD: A new company was created to market these
new design bicycles called The Enfield Manufacturing Company Limited. By 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 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
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 54
1897,
QUADRICYCLES: In 1897, R. W. Smith built himself a
1904-
extend
were
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.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 55
1920)
1911-ENFIELD AND THE WAR
the
British War Department and even awarded a 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 Womens Police Force were issued with a 2
1/4RE 2 stroke. Interestingly, the models of this period featured 600cc, inlet-overexhaust, closed valve gear, hand-operated oil pump, two-speed countershaft gearbox and
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 56
chain final drive. In the 1913-1914 Enfield V-Twin the lubricating oil 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.
THE INTERWAR YEARS (1921 - 1930)
1924, THE FIRST FOUR-STROKE: The interwar year was
center-
meant
1930.
In 1927 Royal Enfield produced a 488cc with a four-speed gearbox, a new 225cc sidevalve bike in 1928, and a four-stroke single in 1931. Several machines were produced in
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 57
the next decade, from a tiny two-stroke 146cc Cycar to an 1140cc V-twin in 1937. Can
you even imagine that Royal Enfields range for 1930 consisted of 13 models!
ESTABLISHING BULLET (1931 - 1940)
1933 The Bullet Arrives-In 1931 a four-valve, single-
1934.
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.
POST WAR BULLETS (1941 - 1950)
1948 Bigger and Better- The 1939 Bullet 350 kick-started the post-war models. They used
two rocker boxes for the first time. This enabled better gas flow and consequently higher
volumetric efficiency. Royal Enfields own designed and manufactured telescopic 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
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 58
order
from
the
Indian
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.
A TALE OF TWO CITIES (1951 - 1960)
1951-In the UKNever before in British automobile history had so much been done in a
single decade, not just by Royal Enfield, but the every other marquee of the time. All
new 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 reliable motorcycles. The Royal
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 59
from
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 60
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.
A TALE OF TWO CITIES. NO THREE! (1961 - 1970)
1961-Back
in
the
UKIn
ended,
1959).
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 700cc twin and six street scramblers, ranging from the 250cc Hornet to the
500cc Fury (essentially the single-cylinder Bullet) to the 700cc Interceptor. Elliot Shulz
also dominated the half-mile dirt track in Los Angeles on an Enfield that year. Enfield
won 31 out of 39 races in 1961 and had several spectacular victories in 1964.Royal
Enfield had arrived on The Continent! But things at Redditch had hit a bad patch.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 61
totally
many
the
many that wanted a Bullet, but were diffident about handling its 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, providing them with a zippy, reliable and economical two-stroke.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 62
that goes, "when the going got tough, that's when the tough
get going". Enfield India got squarely into the fray with a
slew of lightweight machines. The 50cc Silver Plus stepthrough and Explorer motorcycle are launched. Powered by the Zundapp-engineered
50cc, 6.5hp two stroke motors, 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 feel, much too early
in INDIA.
1984 Brand New Vintages-The 80s also saw the
Bullet
colors,
to aid
the
year when Enfield India grew confident enough about their flagship product to begin
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 looking to
come back to motorcycling.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 63
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 64
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
group
name
The Best Cruiser 2002 title. The Bullet Machismo enters commercial production. Dan
Holmes and Johnny Szoldrak won the National Road Race Championship (60s Class)
on a Bullet.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 65
2003
Goa.
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.
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.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 66
2007-
Royal
launches
the
limited
Enfield
all
new
edition
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.
first
Unit
features
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.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 67
to
cross
500cc
post
war
styling,
this
it all.
classic
to but
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.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 68
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 69
ORGANISATIONAL STRUCTURE
GENERAL MANAGER
(Proprietor)
Sales Manager
Service Manager
Service Manager
Showroom
Service
Accountant
In charge
charge
Supervisor
Team
Service
Assistant
Manager
Staffs
Accountant
Sales
Representative
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 70
SWOT ANALYSIS
STRENGTHS
Established brands
Strong Brand Name
Fuel efficient
Style statement
Convenient in heavy traffic
Cheap and affordable
Easy and cheap finance
availability
Patents
Good reputation among
customers
WEAKNESSES
Extremely price sensitive
Short PLC
High R and D costs
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 71
OPPURTUNITIES
Growing premium segment
Increasing dispensable
income
Environmental concerns
Exports increasing
Very strong demand in the
100cc. segment dominated by
limited players.
THREATS
The Rs.1 Lakh car
Cut throat competition
Increasing number of players in
the market
Rising raw material costs
Increasing rates of interest on
finance
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 72
STRENGTHS
Size and scale of parent
company
Effective Advertising
Capability
Committed and dedicated
staff
High emphasis on R and D
Experience in the market
Established brand
Established market channel
Power, Speed & Acceleration
OPPURTUNITIES
Growing premium segment
Global expansion into the
Caribbean & Central America
Expansion of target market
(include women)
Increasing dispensable
income
1st mover advantage
WEAKNESSSES
Small showrooms
Not much emphasis on
aggressive selling
Weak product diversity
THREATS
Cut throat competition
Increasing number of players in
the market
Rising raw material costs
Increasing rates of interest on
finance
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 73
CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 74
NO. OF RESPONDENTS
30
PERCENTAGE
40%
25-29
19
26%
30-34
14
18%
Above 35
12
16%
TOTAL
75
100%
Table no.1
25-29; 26%
Graph
no.1
Analysis
From the above table it is clear that 40% of the respondents are aged between 20 and 24,
26% between 25 and 29, 18% between 30 and 34 and only 16% aged above 35 years.
Interpretation
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 75
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.
NO. OF RESPONDENTS
PERCENTAGE
MALE
69
92%
FEMALE
8%
TOTAL
75
100%
Table no.2
8%
Male
Female
92%
Graph no.2
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 76
Analysis
From the above table it is clear that 92% of respondents were male and female
respondents constituted just 8% of total responses.
Interpretation
It is clear that most of the users of Royal Enfield are males mostly because of the manly
look of the bikes.
NO. OF RESPONDENTS
PERCENTAGE
39
52%
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%
Table no.3
16%
18%
Less than 1,20,000
52%
1,20,001-3,60,000
3,60,001-7,20,000
Above 7,20,000
14%
Graph no.3
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 77
Analysis
From the above table it is clear that 52% of the respondents had an annual income of
lesser than 1,20,000, 18% had income between 3,60,001 and 7,20,000, 16% earned more
than 7,20,000 per annum and 14% had income between 120001 to 3,60,000.
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.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 78
NO. OF RESPONDENTS
11
7
15
6
16
17
3
75
PERCENTAGE
14%
10%
20%
8%
21%
23%
4%
100%
Table no.4
18
16
15
16
17
14
12
11
10
8
6
4
6
3
2
0
Graph no.4
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
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 79
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.
NO. OF RESPONDENTS
54
21
75
Table no.5
PERCENTAGE
72%
28%
100%
60
50
40
54
30
20
21
10
0
CASH
LOAN
Graph no.5
Analysis
From the table it clearly shows that the products of Royal Enfield are in the acceptable
price range, as we can see that purchasing way of the 72% respondents are leading in the
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 80
CASH sector and 28% on loan basis. Customers are ready to pay for better facilities and
technology and they feel that all bikes deserves that price which Royal Enfield is
offering.
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.
NO. OF RESPONDENTS
27
48
75
Table no.6
PERCENTAGE
36%
64%
100%
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 81
70%
60%
50%
40%
30%
20%
10%
0%
YES
NO
Graph no.6
Analysis
From the table it clearly shows that 36% of the respondents did go consider or checked
for an alternative motorcycle and 64% of them did not consider any other motorcycle
while purchasing their 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.
NO. OF RESPONDENTS
PERCENTAGE
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 82
NEWSPAPERS
8%
MAGAZINES
24
32%
FRIENDS
11
14%
ROADSHOW
10%
TV ADDS
6%
WEBSITE/BLOGS
15
20%
SHOWROOM
10%
TOTAL
75
100%
Table no.7
35%
32%
30%
25%
20%
20%
15%
14%
10%
10%
10%
8%
5%
6%
0%
Graph no.7
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 83
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. Its clear that Royal Enfield should concentrate on its
advertising campaign to reach the customers.
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 84
NO. OF RESPONDENTS
PERCENTAGE
6%
40-45
16
22%
35-40
26
34%
18
10
75
Table no.8
24%
14%
100%
30-35
Below 30
TOTAL
30
25
20
15
10
5
0
45km/lt
40-45
35-40
30-35
Below 30
Graph no.8
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
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 85
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.
NO. OF
RESPONDENTS
8
19
48
75
Table no.9
PERCENTAGE
10%
26%
64%
100%
Rarely; 26%
Graph no.9
Analysis
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 86
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 doesnt breakdown at all and it is not
problematic and not involved into repair always
NO.OF RESPONDENTS
51
PERCENTAGE
68%
10%
12
16%
4
75
Table no.10
6%
100%
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 87
Major headache; 6%
Don't have good spares supply; 16%
Graph
no.10
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.
NO. OF RESPONDENTS
11
PERCENTAGE
14%
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 88
10%
15
20%
LOW MILEAGE
10%
NOISY VEHICLE
NO PROBLEM
TOTAL
3
31
75
Table no.11
4%
42%
100%
14%
High maintainance
High Price
10%
No problem
Low mileage
Noisy vehicle
20%
4% 10%
Graph
no.11
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
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 89
It is clear that majority of the people who choose Royal Enfield as their bike doesnt
have any problems or issues with their bikes performance.
NO. OF RESPONDENTS
4
8
20
PERCENTAGE
6%
10%
26%
43
58%
EXCELLENT
TOTAL
75
Table no.12
100%
50
43
45
40
35
30
25
20
20
15
8
10
5
Graph
no.12
Analysis
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 90
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.
NO. OF RESPONDENTS
PERCENTAGE
POOR
11
14%
AVERAGE
13
18%
GOOD
27
36%
EXCELLENT
24
32%
TOTAL
75
Table no.13
100%
F a c u l t y o f M a n a g e m e n t a n d Te c h n o l o g y , H C P G | 91
30
25
20
27
15
10
11
24
13
5
0
Poor
Average
Good
Excellent
Graph
no.13
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.
NO. OF RESPONDENTS
PERCENTAGE
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YES
NO
TOTAL
62
13
75
Table no.14
82%
18%
100%
18%
Yes
No
82%
Table
no.14
Analysis
The above table shows that 82% of the respondents are wants to participate in the Rider
Mania and 18% of them are not interested.
Interpretation
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It clearly shows that majority of the respondents are very much interested in Rider
Mania and also shows that respondents are very passionate Enfield fans.
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CHAPTER 5
FINDINGS, CONCLUSION
AND
SUGESSTIONS
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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
5.
people of this income bracket less than 1,20,000 can easily afford this Bike.
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
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place of purchase of their Royal Enfield bike. This also shows there is more
demand for new bikes.
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 doesnt have any problems or issues with their bikes performance.
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
satisfaction level within the customers.
17. 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.
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
shows people have less trust with the showroom service.
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 customers on regular basis to maintain its brand value.
20. Majority of the respondents are very much interested in Rider Mania and also
shows that respondents are very passionate Enfield fans.
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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
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.
It is clear that Royal Enfield checks at the complaints registered by their
customers on regular basis to maintain its brand value and entire Royal Enfield owner
are passionate Royal Enfield fans.
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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 behavior 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.
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ANNEXURE
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QUESTIONNAIRE
I am Prashant Dubey, IIIrd Semester MBA student from Faculty of Management
& Technology, Harishchandra Post Garduate College, Varanasi. This information is
required for successful completion of my project A Study on Customer Satisfaction
towards Royal Enfield bikes, Bangalore I request you to kindly spare some of your time
and fill the questionnaire below.
RESPONDENT INFORMATION
Name: .....................................................................................................................
Age: ................................. Gender :
Male
Female
1. Occupation:
Student
Government service
Professional
Self employed
other
2. Annual Income:
Less than 1, 20,000
1, 20,001-3, 60,000
3, 60,001-7, 20,000
Above 7, 20,000
Thunder Bird
Bullet Electra
Machismo 500
Classic 500/350
others
Bullet 350
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Loan
5. Did u consider other motorcycle while buying the Royal Enfield bike?
Yes
No
6. Please specify your source of awareness of Royal Enfield while buying your bike?
Newspapers
Magazines
Friends
Road shows
TV Adds
Website/blogs
Showroom
Others
40-45
35-40
30-35
Below 30
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Very often
rarely
Not at all
High price
mileage
10.How many stars will u rate for your satisfaction level with respect to power
and
Average
Good
Excellent
11.How many stars will u rate for your satisfaction level with respect to after sales
service of your Royal Enfield bike?
Poor
Average
Good
Excellent
12.Would you like to participate in the Rider Mania organized by the Royal Enfield
club?
YES
NO
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13.Any suggestions
Thankyou
BIBLIOGRAPHY
Books Referred
Marketing Management, 13th edition
- Philip Kotler
- Charles Babbie
Magazines Referred
The Bullet-In, The Magazine For All Royal Enfield Bullet Enthusiasts.
Royal Enfield Magazine, The BEAT.
Websites Referred
www.google.com
www.royalenfield.com
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www.wikipedia.org
www.enfieldmotorcycles.com
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