You are on page 1of 3

INTRODUCTION

This market survey report is based on the survey, which has been done in the Kodungallur
Municipality. The main objective of the survey is to study the customer satisfaction towards Royal
Enfield. The data used for the analysis is primary data and collected through the use of questionnaire.
The respondents were the customer of Royal Enfield. The sample size of my research is 30, and the
respondents are customers, a questionnaire consisting of 20 questions has been used to make this
market survey report. The data have been tabulated and shown in the form of a pie chart. Then it is
interpreted and analyzed and further the conclusion of the study is drawn and I have asked some
questions to customers through which I am avail to conduct this market survey report. I believe that this
market survey report will help to the reader for better understanding of the attitude of the customer.

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.

Customer satisfaction plays a crucial role in enabling an organization to change and develop with
customers. Keeping the existing customer contended is generally much easier, takes less time and
involves less expense. The reason for this is that it takes more time to find new prospective customer. In
this context study is conducted with special reference to customer satisfaction. A company can earn
more profits only when it has strong customer care towards product and services offered by the
company. So to have strong customer care it has to provide a competitive price further advertising to
increase.

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.

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 year2009 – 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. India’s automobile sector consists of the passenger cars and utility vehicles, commercial
vehicle, two wheelers and tractors segment. The total 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.