TABLE OF CONTENTS

STUDENT’S DECLARATION
BONAFIDE
ACKNOWLEDGEMENTS

1.0 CHAPTER ONE…………………………………………….1

1.1 INTRODUCTION ……………………………………1

1.2 Objective of the study…………………………………..2

1.3 Scope of the study………………………………………3

1.4 Statement of the problem……………………………….3

2.0 CHAPTER TWO……………………………………………5

2.1 general introduction…………………………………….5

2.2 Mission of Royal Enfield...……………………………..5

2.3 Literature review………………………………………..6

2.4 Background of the motor cycle in India……………….24

2.5 Business overview in India…………………………….24

2.6 Product profile…………………………………………26

3.0 CHAPTER THREE………………………………………..31

3.1 Meaning of research……………………………………31

3.2 Research Methodology…………………………………31

3.3 Research design………………………………………...31

 3.4 Descriptive research…………………………………….31

3.5 Method of data analysis………………………………...35

4.0 CHAPTER FOUR………………………………………….36

4.1 Data analysis and interpretation………………………..36
5.0 CHAPTER TWO……………………………………………48
5.1 FINDING………………………………………………48
5.2 Conclusion……………………………………………..48
5.3 Limitation of study……………………………………49
5.4 Suggestions…………………………………………..50

BIBLIOGRAPHY………………………………………………….53
ANNEXURE………………………………………………………..56
 LIST OF TABLE
TABLE NO CONTENT PG.NO
1 Which is your most 36
preferred two
wheeler brand
select any one
2 Which type of two 38
wheeler you like
most
3 Which attribute do 39
you like most in
your two wheeler
rates the various
factor you consider
most
4 What is your 40
source of finance
5 What are the 41
external factors
that influence you
about purchasing
bike
6 which brand right 43
now you are having
7 Should company 44
go for innovation in
content to
development of
new bike
8 While going for the 45
development of
new bike which
point the company
should keep in
mind
9 According to you 46
which company’s
model you like
most

LIST OF CHART
TABLE NO CONTENT PG.NO
1 Which is your most 37
preferred two
 wheeler brand
select any one
2 Which type of two 38
wheeler you like
most
3 Which attribute do 40
you like most in
your two wheeler
rates the various
factor you
consider most
4 What is your 41
source of finance
5 What are the 42
external factor that
influence you about
purchasing bike
6 Which brand right 43
now you are having
7 Should company 44
go for innovation in
content to
development of
new bike
8 While going for the 44
development of
new bike which
point the company
should keep in
mind
9 According to you 45
 which company’s
model you like
most

CHAPTER-1

1.1 INTRODUCTION

The two wheeler industry in our

country is Constantly growing. The
need for speed and power packed
with economy is what the buyers
demanding different segments. The
Indian two wheeler market comprised
1.2.million scooters & just 7,60,000
motorcycles. In 2016-17 it is 0.92
million scooters and 4.96 millions
motorcycles.
It is really how motorcycles market have moved on in the last
three or four decades. Because of evolution coupled to better
thought and insight into the psyche of the buyers began to
throw up many new ideas. Social behavior took a turn towards
modernity. The benefits of economics liberalizations paved way
people in rural areas did not want to wait for the weekly bus or
timely bus or jihad to trundle into their distant hamlets. The
entry level motorcycle offered them

 The means to escape

 The means of transport

 The means of style

  The means of enthusiasm

 The means of earn their livelihood

independent of public transportation
Rural market already account for almost 1/3 of all motorcycle
sales. According to Munjal, rural user account for at least half
all motorcycle users. It was very boosting and encouraging
factor to the basic job for the enlightened bike makers. Forty
years ago if you wanted to buy motorcycle or scooter, we would
get to choose between a maximum of three model in all over
India. But this dynamic hyper competition world we have
thousands of model today. Motorcycle and scooter are much
loved for their practicality, storage space, stylish, fashionable,
ease of use and good fuel economy. They are simple to ride
and the bodywork generally helps you remain clean during the
monsoon.
The India two wheeler industry has finally transformed to this
level of achievement. Unlike in the past the two wheeler
companies are no longer dependent on foreign companies for
technology to survive in the intensely competitive industry.
Some of the indigenously developed two wheelers area par with
best available models in the industry such as Bajaj Auto and
TVS motors to set up manufacturing facilities in the immensely
competitive South East Asian and Latin American Markets. In
addition, Indian 2 companies now export their indigenously
developed two wheeler to some of the world’s toughest
markets.
In 2002-2003, Royal Enfield had vaulted post Bajaj Auto to
become India’s largest two wheeler company. And this 2016-
2017 year, the company’s annual sales are expected to be
closed to 3 million units, larger than what the entire motorcycle
market was in 2001-2002. The place of growth to 20% over the
decade between 1995-1996 and 2004-05. In the first seven
months of last year, motorcycle sales grew 18.83% Royal
Enfield and Bajaj Auto, who together account for 80% of the
domestic market. Only Royal Enfield keep. More than 50%
market share.
In Tamil Nadu about 5000 vehicles are registered every day and
roughly 1200000 vehicles are registered every year. In the total
vehicle population Tamil Nadu ranks second in the country
besides Maharastra. In respects of two wheelers, Tamil Nadu
tops the lists, while the two wheeler segment grew 26%.
Hence the world largest two wheelers manufacture Honda is so
excited about the prospect of India being a growth market that
is started a second two wheeler company in India, Honda
Motorcycle and Scooter India (HMSI).
Today dynamic consumer preference are dividing the industry,
in to mass, segment demands, reliability, modern styling, and
economy while convenience is important feature for the
emerging segment of women user. There is small segment
seeking, the power and pleasure of riding a two wheeler. The
manufacturing are responsible to this consumer needs,
preference with the introduction of new models and modifying
existing models.

1.2 OBJECTIVE OF THE STUDY

Everybody in this universe is a
consumer. We need a variety of goods and services right from
our birth to death. Then who are the consumer and how they
behave while purchasing a particular product is very important
for markets. Two wheelers market is a buyer’s market with
numerous of brand as well as a number of product
differentiation in terms of a models in each brand. Hence an
attempt has been made in this study to examine the consumer
preference toward two wheelers. The objective of study are
follows:

 To study the about consumer preference towards ROYAL

ENFIELD in general.

 To find the awareness level of consumer regarding the

ROYAL ENFIELD brands that are available in the market

 To know the important factors influencing the purchase

decision of buyers.

 To analysis the relationship between the brand preference

with the reference to demographic factor.

 To rank all brand in ROYAL ENFIELD motors and to know the

level of satisfaction of consumers.

 To offer valid suggestion for the improvement of the product.

 1.3 SCOPE OF THE STUDY

The scope of the study is confined

to ROYAL ENFIELD two wheeler.

 The study has got very wider scope in the vehicle and it
common to all consumers.

 This study provide best choice to the consumer while

selecting the brand.

 This study has been constructed and designed to evaluate

the present scenario of the two wheeler industry especially
ROYAL ENFIELD motor.

 To find out the influencing factor of brand preference

consumption habits of consumer while selecting two
wheeler.

 This study focus the overall maintenance of profitability and

annual report of ROYAL ENFIELD motor.

1.4 STATEMENT OF THE PROBLEM

A study of consumer
preference guide to know who are the consumers what
they want? How the consumers are? How they use and
react to the product? The preparation of the consumer to
be carefully studied by conducting survey on consumer
preference. The study also help to know how various
brand in ROYAL ENFIELD Company and how it attract
various consumers. Marketing variables such as style,
fashion, price, model and features of advertising message
affects the buyer. This study reveals to the manufacturing
 about the taste, preference, fashion in consumers mind,
choices, convenience of consumers wanted style
according to this dynamic situation and overall variance /
difference of different people. It will help to gain
knowledge about the market share, factors influencing on
a consumer to prefer a particular brand and problem faced
by them on using and prefer such brand and so on. The
liberalization in government policy in the form of licensing
during 1990’s allowed free import and infusion of the
latest technology. Two wheeler basically constitute 3
different type of vehicles namely

 Scooters

 Motorcycles

 Mopeds
Demands for two wheeler has been found to depend upon
many factors.

 Changing the style according to the dynamic

changing day-today life.

 Changing the fuel price, efficient.

 Changing the individual income.

 Changing the individual occupation and standard of

living.

 Changing the particular life style surrounding like

transfer to Metropolitan city

 Availability of modern technology product.

 Availability of easy flanking scheme.

  Day-to-day changes of roadway in country.

 Fast growth of industrial cities.

 Fast dynamic growth of population.

 Maintaining the punctuality.

This study reveals the essential problems

 To examine the common features among the

different models of ROYAL ENFIELD company
vehicle.

 How to distinctive features among the different

model of ROYAL ENFIELD vehicle influence the
different group of consumers?

 Which brand to-day facing the style, fashion among

other brand in ROYAL ENFIELD Company?

CHAPTER -2

COMPANY PROFILE
2.1 GENERAL INTRODUCTION
Motorcycle is also called
motorbike is a two or three wheeled vehicle powered by petrol,
diesel, engine mounted midway between the front and rear
wheels. The motorcycle, which is having much heavier and
stronger, frame than that of bicycle. The motorcycle is
developed from the bicycle. The people for their convenient and
smooth travel for the recreation and the sports purpose use the
motorcycle. The motorbikes are used throughout the world, the
police and the fire department use motorcycle to carry medical
personnel to accident scenes. Before the 20 yrs ago a
motorcycle was carried for the noise, dirt and frequent
breakdown which the use of its entailed. It was then truly a
sportsman’s machine and of little use in the commercial field.

2.2 MISSION OF ROYAL ENFIELD MOTOR LTD

The mission statement of ROYAL
ENFIELD motor ltd., is to strive for synergy between technology
system & human resources & to produce & service that meet
the quality performance & price aspiration of our customer.
There by maintaining the highest standard & of ethics &
societal responsibility, constantly innovate product & processes
& developed teams that keep the movement going to take the
company to excellence in the millennium. ROYAL ENFIELD
began operation with the establishment of the Dharuhera plant
in 1985, covering a total area of over 58000sq, mts., this fully
automated plant is equipped with state of the art machinery, &
in-house R&D setup, & today it produce a bike every 30 seconds.

In the words of Mrs. H. Yashino,

president Honda Motor Company. “Maintaining global view
point, Honda is dedicated to supplying products of the highest
quality, yet at a
1983: for the first time share holder & agreement signed
1983: company incorporated & also technically collaboration
signed
1986: quality circle launched
1987: workers union formed, engine plant was also started
1991: ROYAL ENFIELD become one of India’s top 100
companies.
1991: CD 100SS Launched the” tough and rugged” takes on the
roads.
1994: ROYAL ENFIELD chairman declared businessman of the
year, by business India magazine.
1994: “ DESIGNED TO EXCEL” , the splendor takes center stage
1997: state of the are Gurgaon plant inaugurated & the strut is
launched with city riding made easy
1998: ROYAL ENFIELD becomes the no.1 motorcycle brand
1999: ROYAL ENFIELD receives ISO 14001 certification, for
environment conversation
2000: splendor becomes the world’s no.1 two wheeler brand
2001: the new millennium witness the launch of passion pulse,
“when style matters”
2002: the company launched ambition motorcycle targeting
people aspiring to move up in life.
2003: the company introduced “string” new 4-stroke bike
2004: the company has announced a licensing agreement with
Austria-based Bombardier-Rot ax that will provide 125cc-175cc
engine for the upcoming” ROYAL ENFIELD Aprilia” range pf
scooters.
2.3 REVIEW OF LITERATURE
This chapter deals with overall
review of the literature available on the particular topic.
Literature is the most important part of any research. In this
topic, the review is taken from the research articles and books
regarding the research topics. This chapter contains review of
research articles, review of books, thesis and review of other
related published or unpublished literature available on the
concurrent topic.

Abhijeet singh and brijesh kumar (2011) has mentioned the

ROYAL ENFIELD motor ltd, is running a program called good life
passport to relationship reward, with an objective to create an
innovative environment for interaction between ROYAL
ENFIELD and its customers. Member of this program are given
a magnetic card in which all information is stored and this card
is swiped when using any service at a showroom or workshop
and it works like a loyalty benefit card.

Abhijeet singh (2011) has mentioned the Tata motor uses tool
such as CRM along with tools like dealer management System
which integrates and coordinates the leading application in the
automobile industry, connecting more than one thousand
dealers across India and more over CRM DOS has helped the
company to improve the inventory management, tax calculation,
pricing and moreover his system also proved to be beneficial to
dealers because is has reduce their working capital cost.

Ajita shashidar (2006) has quoted that ford India has started
the program by the name of ford car Gainz, in this program the
company reward the after sale service of car along with the
purchase of spare part from the authorized dealer or service
centers of the company. The company used to give some extra
bonus point to the customer on follow of the maintenance
schedule prescribe by ford.
Amrit raj (2012) has reported that ROYAL ENFIELD Moto Corp
ltd is a focusing on technology revamp by having tie ups with
us based EBR racing and with Austria based engine maker AVL
this moves are with an ultimate aim to extend arm in R&D as
the company has decided not to run the existing brand on
Honda engines.

Biswajit mahanty (2008) has mentioned that it is an era of

customer delight for the two wheeler industry and the
conventional measures implemented by the service
organization tend to be inadequate to attract customers
persistently

Anjan ghosh and subrata ray (2011) has quoted in the report
two wheeler industry.
Growth drivers intact that in future, ICRA experts that there will
be more intense competition in the segment of executive bike
as company such as motorcycle and Suzuki have made
announcement to launch new model in this segment. The major
reason for the growth of competition was due to continuous
growth of sale in this segment. Thus the competition cannot be
based on the pricing strategy, thus the spending on the
marketing to build brands would rise and will have a long term
benefit for the companies in coming year.

Authr(2012) states that you do not buy a vehicle model that is

about to be discontinued as it can regret the buyer when
looking for the spares and this also lead to a decline in the sale
value of the vehicle.
The researchers also agrees to the same as availability of
spares and after sales is crucial for the vehicle and its resale
value.
According to the biswajit mahanty and virupaxi bagodi(2006)
in country like India the two wheelers companies through after
sales service can get the competitive advantage, which is
necessary to survive in cut throat competitive market and two
wheeler companies need to continuously upgrade their
capacity along with the skilled workforce and focus on CRM so
that they could maintain customer satisfaction.
The study by G Syamala (2010) about the growth of auto
component industry an overview concludes that, the auto
component industry is an integral part of auto industry, with
market so long and with diverse activities to accommodates
buyers need and having its own global market this sector has
become very competitive and with the increasing demand for
domestic and international auto components this sector is the
fast growing manufacturing sector in India.

Hanchal pal Chauhan (2012) has reported that, in India every

carmaker has been involved in the anti-competitive practices
and has been charged by the competition commission of India.
The automobile companies swell their profits by devising way
in which they mislead their customer in all possible way, one of
the ways in which they destroying the supply of all substitute
element in market and at the same time prevent spare part
manufactures from selling the spares of retailers, this practice
of automobiles companies leave customer with almost no
alternate for their maintenance need, thus the customers are
force to come to the exclusive dealer for their needs and there
are charged exorbitantly high prices.

Gordon fullerton (2006) has mentioned in the chapter “putting

in CRM”, that worlds known automobile company Daimler
Chrysler, has served a model example of CRM program in this
division known as jeep, the company has designed a program
for jeep owner which gives value to the customer and the firm
more over the company as manage to foster a community
which is meritoriously committed to the product, the brand and
the customers. Sector analyst at India line ltd joseph George
(2012) is of the opinion about the ROYAL ENFIELD tie up with
engines engineering to improve design that while ROYAL
ENFIELD needs good research and development support, it
should ensure it finds right partners, unlike Bajaj and TVS who
pursued in house research and development, ROYAL ENFIELD
seeking outside help is fraught with risks as it could be tough
for ROYAL ENFIELD to synergize diverse inputs from variety of
partners.

Kelly hlavinka (2006) has mentioned about jaguar marketing

team, that for several years they have been collecting self-
reported owner data through a series of exclusive meet and
greet event, the strategy adopted to collect the data is with the
help of the soft benefit experiential reward, the impact of this
activity has been changed the way of the company has stopped
the typical generic communication and has intensely, the
company now delivers the correct message to the correct
customer at correct time about the correct jaguar model, all
this is possible with the use of predictive modeling design of
series of event. This data leveraging has changed the way the
company it interacts with its customer and dealer.

Kevin keller (2012) has mentioned the caterpillar company as

set an example with the effective use of CRM the company has
managed to become the leading company in its category by
take full advantage of the total consumer value. The company
with the best after sale service and trained dealer today
command a premium price of 10% to 20% higher than
competitor such as Volvo, Komatsu etc.
GM-Marketing, Bajaj Auto Ltd, Milind Bade(2011) has
mentioned that Bajaj Auto limited is currently trying to move the
industry from a commuter to bike mindset and at present the
focus of the company is on keeping the sub brand and the
mother brand different and the main motive behind established
individual brand is to create differentiation which would help
Bajaj Auto, as an organization to develop relationship easily
with its customers.

Mona j fitzsimmons (2010) has concluded that the profitable

of automobile manufacture depends on exploiting value added
services for instance automobile manufactures have
discovered that financing and after sales service can achieve
significant problems.

Pawan chabra (2011) has mentioned that in December 2002

Bajaj officially discontinued with the production of its flagship
brand chetak, this was done with the aim to become a credible
motorcycle brand manufacturer and for this the company
invested huge amount in R&D, but the company faced an
unexpected challenged from its dealer regarding the sale of
motorcycle as it dealer as little idea as to how to sell
motorcycle, so the company had given a sales training to enter
dealership network.

According to CEO and MD of ROYAL ENFIELD moto Corp ltd

pawan munjal (2012) the company has tie up with Italian two
wheeler design houses engine engineering to improve its in
houses technology and design capability, this tie up is done
with keeping in mind the vision of having multiple centres of
excellent located strategically across the globe.

Philip Kotler (2012) has mentioned that Harley Davidson has a

policy where in its dealer’s staff ranging from the CEO to the
sales representative upholds personalized relationships with
customers which include face to face and social media contact.
This helps the company to know its consumers as individual
and helps the company to conduct ongoing research to keep
with their changing expectation and experience which is of use
to company in defining the customers need better.

The study by S. Saravanan, N Panchanathan and S

Pragadeeswaran (2009) concluded in their research paper
“markets and consumers behavior towards showroom services
of two wheeler with reference to cuddalore district” that
students and employee are most satisfied about showroom
service and age of consumers is an important factor relating to
buy a vehicle.

Shashank Srivastava (2012) GM Maruti Suzuki believes that

the consumers is price conscious and the brand loyalty is
diminishing because of the numerous option in each segment
moreover the customers are ready to experiment today.

According to steve kahl fernaando suarez (2008) in their

research paper product, process, and service: a new industry
life cycle model, has concluded that the existing model of
industry life cycle evolution tends to focus on changes in the
product along with the change in the product but it largely
overlook the dynamic of service, but here is a trend that there is
increasing in revenues of firms because of sales of services
rather than products.

Susan suffes (2006) Audi (UK), a leading manufacturing in the

prestige automobile market implemented CRM successfully
and this helped Audi to develop a model to drive evolution and
engineer a dramatic turn around by making the customers
experience perfect.

v. g. Ramakrishnan (2003) has quoted that the vehicle

servicing business in India is undergoing a transformation. In
early days, the service needs of the vehicles were undertaken
were mostly by roadside mechanics and a few organized
workshop and the companies need to focus on building a chain
on authorized service station covering the intensified and profit
margins squeezed, companies need to view servicing as a
money spinner for the entire operation. In the recent year, other
players have entered in the field and the creation of national
chain of organized workshops.

Chairman and MD of TVS Motors venus Srinivasan (2012) has

quoted that the company has multiple platform when
compared to competition and the company if focusing to boost
profitability by using fewer product platforms and cutting down
the number of components that go in the scooters and
motorcycles, the entire process would take three years. He
researcher is of the opinion that this move taken by the
company is the need of the hour and will benefit the company
in coming year.
V. G. Ramakrishnan (2003) quoted hat the two wheeler market
has seen an explosive rise in sales over the last few years
which created an opportunity for various companies to enter
the after sales business of two wheeler, Castrol, a company
well known for its lubricants, has entered to the motorcycle
servicing business with the roll out of its first workshop ‘castrol
primazona’ and have plans to have pan India presence.

The study of shailendra Dasari (2011) has cocluded that

relationship marketing orientation comes naturally to Indians
who treats guests and gods and imbibe the spirt of service
from their parents and senior members of the family. It is not a
concept new to India and has been practiced from ancient
times. While there have been some aberration to this
philosophy, post-independence, Indian marketers have quickly
rediscovered the importance of being customer-centric and
building long-term relationships with the customers whether
individual or other business organizations. The Indian ethos the
regards customers as king or even a god and their exposure to
global business practice pos-liberalization, ensured that Indian
marketers either big or small; organized or unorganized, have
fine-tuned their relationship marketing skills and practices,
which have been in there veins for centuries, for greater
success and consolidation.

Dr Vidhya Hattangadi (2012) is of the opinion that marketing is

the heart of any business and marketing strategies
representing the plan by which the firm delivers its value to the
customer and in spite of whatever be the companies offering,
the companies should always educating its customers. Smart
companies spend a lot on education the customers about the
use of the product and how to achieve a maximum utility from
it.

The study by Abhijeet singh and Brijesh Kumar (2011) indicate

that people termed CRM as technology based initiative, but the
fact is that the enterprise wide activity which uses technology
to facilitate various function sales, marketing, service etc. CRM
initiative starts with the identification of the customers with the
objective of differentiating from customer to customer and he
further mentioned that is not the product or service that
pleased the customer, but the right attitude of handling them
and building a closer relationship with them.

According to vs ramaswamy (2010) customer relationship

management is not merely the response of the times, but the
necessity of the times as well it is the effective customer
management which convert buyer in to the profitable customer
and then build relation and retains them as a customer for life.

Shan l pan and jae nam lee (2003) has mentioned that the
emergency of the e-commerce has changed many aspects of
existing business and generated new companies with new
business models. Existing company are being challenged to
rethink the most basic business relationship, between and
organization and its customers. The underlying fact is that,
addressing customer’s needs leads to sustainable profit and to
satisfy customer’s needs, companies have t5o maintain
consistency across all interaction channels and to overcome
this challenge, organizations are considering accepting the
concept of customer relationship management.
Alan smith (2006) found that since the mid-1990s many
industries were experiencing increased demand from their
customers for higher quality and easier access to service thus
corporation and top manager started to rethink in traditional
ways providing service and customer relationship management
started to become a strategic asset among corporation

W Ravi Kumar (2011) had mentioned that, customer

relationship management is the buzzword in the India
corporate sector today as cut throat competition in the
liberalized Indian marketing place has rendered undertaking
customer relationship management, as an imperative than just
and optional feature and how it has been recognized as one of
major tools for enchasing customer loyalty and in the process
reducing customer defection to competing firms. Customer
relationship management practice leaves a lasting impact on
their customer relationship in this era of competition, there is a
need for Organizations, whether big or small to practice
customer relationship management in their own way to attract
new customers, while retaining their existing ones.

Alok Kumar & Chhabi Sinha (2008) has quoted that customer
relationship management has become a strategic initiative in
most companies today because of several reason like, growth
of service centre industries which require integration pre sales,
sales and post sales customer support, secondly due to
affordable advance of digital technology , where the cost data
storage and processing has been sharply declining and the
third reason is the shift among companies from market share
to share of wallet by selling multiple product and service
through cross sell, up sell and bundling of package offering.
R K Garg (2011) indicated that the customer relationship
management requires a seamless, single view of the customer
with consistence cross channel interaction models and it is
recommend that companies bundle all internal customer
relationship management strategies in to one comprehensive
multi-channel strategy integrate customer relation
management with SCM, then product design and production
planning can be aligned with the customer information
available, to increase customer loyalty.

According to Alok kumar (2008), customer relationship

management is an essential discipline for success in the 21st
century as there is a direct ongoing relationship between
customers and the company especially in those service
industries where customers make a choice in the beginning of
the relationship and continues to give patronage so long as the
company meets or exceed customers changing expectation.

The study by A Mukund (2006) about the role of customer

relationship management in Tesco and concluded that the
loyalty card scheme launched by Tesco in 1995, laid the
foundation of a customer relationship management frame work
that made Tesco UKs number one retailer and the data
collected with the help of those cards from the basic to
formulate strategies that offered customers personalised
services in cost efficient manner and today customer
relationship management in Tesco is more companywide
philosophy.

A V Vedpuriswar (2003) has highlighted that ICFAI that the

growth is the key to long time survival and much of its growth
will come from keeping its eyes and ears turned to environment
and for ICFAI implemented customer relationship management
strategies especially for the students enrolment and
processing of examination hall ticket, and this lead to growth of
ICFAI which has surprised traditional academic institutions.

Calin gurau (2003) mentioned that the advantage of the

internet as a transaction and communication channel present
new opportunity for business to create a long-term relationship
with their customers and the level of e-service quantity is an
essential component of the customer-centric strategy, thus the
companies need to establish the optimum level of e-service
quantity, taking into consideration customers satisfaction, the
competitive condition of the market, but however, the effective
use of this method requires the implementation of CRM system.

Celent (2006) concluded that the banks can get full value from
their investment in customer relationship management system
by leveraging on customer knowledge and TCF bank a midsize
that as a community banking culture realize the same and
implemented customer relationship management for its online
banking process and this helped the TCF bank to reap reward
during customer interaction

Gaurav patra (2006) suggested that investing in cutting edge

technologies, high end equipment and robust infrastructure, will
be of little use, unless the customers are serviced satisfactorily,
thus Tata teleservice limited, adopted and deployed customer
relationship management solution, which helped the company
to cater to the varied needs of its vast customer base.

Gordon fullerton (2006) concludes that CRM programs are

currently in vogue. An effective CRM programs offer significant
benefits to the firms beyond customer retention, like in era
where new products and service are being developed in the
accelerating rate, it is usually easier to sell these offerings to
customers who already buy one or more of the business
existing product than the customers.

Graham Charlton (2011) has highlighted the findings in the

report from E consultancy 2011 customer engagement report,
that companies have started the use of social media for
customer service channel which allows companies to handle
the complaints.

Injazz I chen (2003) has mentioned that customer relationship

management is a combination of people, processing and
technology that seeks to understands a company customers
and company that successfully implement CRM will reap the
rewards in loyalty and long run profitability and managing a
successful CRM implementation requires an integrated.

Jagdhish N and G shainesh (2007) has mentioned that in India

and worldwide, the service firms has taken some of the
initiatives in customers relationship management and
relationship management is emerging as the core marketing
activity for business operating in fiercely competitive
environments. On average, business spends 6 times more to
acquire customer than they do to keep them. Therefore, many
firms are now playing more attention to their relationship with
existing customers to retain them.
 CHAPTER 3

3.1 MEANING OF RESEARCH:

Research is the depth study on
particular topic or selected matter and knows the depth
knowledge about the selected topic. We can define research as
a scientific and systematic search for pertinent information on
a specific topic. According to learner dictionary of current
English the meaning of a research as a “careful investigation or
enquriy specially through search for new facts in any branch of
knowledge”. After knowing the meaning of the research the
main aim of our research is “to analysis the customer behavior
towards ROYAL ENFIELD bikes in Shimogga.

3.2 RESEARCH METHODOLOGY:

Research methodology is a way to
systematically solve the research problem. It may be
understood as a science of study how research is done
scientifically. In it we study the various steps that are generally
adopted by the researcher in studying this research problem
along with the logic behind them.

3.3 RESEARCH DESIGN:

The proposed study is DESCRIPTIVE
NATURE.

3.3 DESCRIPTIVE RESEARCH DESIGN:

Sole proposed: to describe a
behavior or type of subject not to look for any specific
relationships, nor to correlate 2 or more variables.

DISADVANTAGE:
Since setting is completely natural, with all
variables present, cannot identify case.

ADVANTAGES:
 Can acquire lot of information through
description useful for identify variables & hypothetical
constructs > which can be further investigated through other
means description can be used as an indirect test of a theory or
model some behavior /situation cannot be studied any other
way two general categories of descriptive designs: surveys &
observational studies

FIELD SURVEYS:
Subjects completes a questionnaire or interview in a natural
setting attention must be given to: construct &content validity
reliable scoring clear question with precise, mutually exclusive
answers controlled consistent behavior of the interviewer
concrete behavior that subjects can accurately describe
counter balance order of question representative sample
surveys may be mailed or conducted over the telephone

MAILED:
If need large N or if questionnaire is a long problem: could take
a while & not all surveys will be returned question
representativeness of sample should have at least 50 % return
a rate to be considered adequate to increase return rate include
a cover letter, ensure survey has face validity, use only brief
question with simple instructions, use a small reward, send a
remainder letter

TELEPHONE:
Structure and close ended question usually higher response
rate subjects who do not participate may be too busy or too
wary make sure intro is straight forward & friendly.

IDENTIFYING THE POPULATION:

Identify all subgroups in the population in an unbiased manner
best to use probability sampling techniques otherwise can use
only of the following cluster sampling: study subjects who are
convenient quota sampling: using convenience sampling with
the restriction that the sampling has the same % of each sub
group as that follow in the each subgroup time of telephone
call volunteer bias the silent majority? Predictive validity? How
will you feel today may not be how will you feel today.

ANALYSIS OF SURVEY RESULT:

Use descriptive stats to check for significant correlation
between response from different questions compute margin of
errors = confidence interval for frequency data.

OBSERVATIONAL STUDIES:
Descriptive based on only on unobtrusive observation of the
subjects 3 general techniques.

NATURALISTIC OBSERVATION:
Unstructured, unsystematic observation of a wide range of
behaviors or situations.

SYSTEMATIC NATURALISTIC OBSERVATION:

Systematic observation of a specific behavior or situation.

PARTICIPANT OBSERVATION:
The investigator infiltrate the group being observed takes part
in group activities but true identity and purpose are concealed.

ADVANTAGE:
100% natural > no subject reactivity or demand characteristic.

DISADVANTAGE:

 experimenter expectations

 Lack of informed consent

 Usually have to relay on convenient sampling

 Mostly qualitative data

PURPOSE:
To identify variable which might be important indirect tests of
models or predictions.

TO INCREASE RELIABILITY:
Develop will define scoring criteria use time sampling
technique employ multiple observe use double blind producer
video tape obtain more random samples to increase external
validity the data in descriptive research design is frequently
based on observation of actual behavior or the response of the
question
ARCHIVAL RESEARCH:
Written records allow to access to otherwise unobservable
behaviors can verify subjects self reports disadvantages may
not have access to all records difficult to get informed consent
records are only as goos as the people who took them

EXPOST FACTO RESEARCH:

A study of event after they have occurred can also obtains
subjects response after there events data is unreliable cannot
precisely quantify pass events cannot ensure the pass events.

CASE STUDIES:
Detailed observations of one situation or one person case
study subject to time-related confounds case history poor
reliability & validity selection of the case is not usually true
random but convenient.

PROGRAM EVALUATION:

 Needs assessment
Identify whats needed & whether the program will be used

 Program planing
Design the program-methods

 Program monitoring
Make sure program is implemented and client are using it

 Outcome evaluation
Is the program having the intended effects?
Data for each phase collected through descriptive research
methods

PRIMARY DATA:
Primary data I.e. collected for the first time. It is fresh and
originally collected by the surveyor. I will used only primary data
in calculating the study and collect the data.

SAMPLING DESIGN:
All people residing in Chennai in universe. People existing &
potential customer are our population.

SAMPLE SIZE:
A sample of 100 respondents from the different locations from
Chennai City.

3.5 METHODS OF DATA ANALYSIS:

 Primary data

 Secondary data

PRIMARY DATA:
In primary data we directly interviewed by the respondents
through the observation and interviewing.
SECONDARY DATA:
In Secondary data we collect the data from some specific
books company journals, reports,news papers and Maxine.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

TABEL: 1

Which is your most preferred two wheeler brand select any one?

Frequency Percent Valid Cumulativ

percent e percent
Valid 4 11.1 11.1 11.1
Enfield

Bajaj auto 2 5.6 5.6 16.7

Suzuki 6 16.7 16.7 33.3
Honda 5 13.9 13.9 47.2
TVS 11 30.6 30.6 77.8
Hero 2 5.6 5.6 83.3
Yamaha 1 2.8 2.8 86.1
KTM 5 13.9 13.9 100.0
Total 36 100.0 100.0
CHART 1:
Which is your most preferred two wheeler brand select any one?

Which is your most preferred two wheeler brand select any one?
From the above table it is inferred 11.1% of the customer (n=4)
are hero and 5.6% of the customer (n=2) are Bajaj auto and
16.7% of the customer (n=6) are Suzuki and 13.9% of the
customer (n=5) are Honda and 30.6% of the customer (n=11)
are TVS and 5.6% of the customer (n=2) are Enfield and 2.8% of
the customer (n=1) are Yamaha and 13.9% of the customer
(n=5) are KTM. The total sample size is 36.

Table:2
Which is your most preferred two wheeler?
frequency percent Valid Cumulativ
percent e percent
Valid 12 33.3 33.3 33.3
motor
bike
scooter 12 33.3 33.3 66.7
moped 12 33.3 33.3 100.0
total 36 100.0 100.0

Chart:2
Which is your most preferred two wheeler?
 Which is your most preferred two wheeler?
From the above table it is inferred 33.3% of the customer (n=12)
are motor bikes and 33.3% of the customer (n=12) are scooter
and 33.3% of the customer (n=12) are moped. The total sample
size is 36.

Table: 3
Which attributes do you like most In two wheeler?
frequency percent Valid Cumulativ
percent e percent
Language 6 16.7 16.7 16.7
space

Fuel 3 8.3 8.3 25.0

efficiency
Pick up 13 36.1 36.1 61.1
Resale 3 25.0 25.0 86.1
 value
Driving 9 8.3 8.3 94.4
comfort
Out look 2 5.6 5.6 100.0
total 36 100.0 100.0

Chart:3
Which attributes do you like most In two wheeler?

Which attributes do you like most In two wheeler?

From the above table it is inferred 16.7%of the customer (n=6)

are luggage space and 8.3% of the customer (n=3) are fuel
efficiency and 36.1% of the customer (n=13) are pick up and
25.0% of the customer (n=9) are resale value and 8.3% of the
customer (n=3) are driving comfort and 5.6% of the customer
(n=2) are out look. The total sample size is 36.

Table: 4
What is your source of finance?
frequency percent Valid Cumulativ
 percent e percent
Valid bank 7 19.4 19.4 19.4
loan

Finance 9 25.0 25.0 44.4

company
Self 6 16.7 16.7 61.1
financing
Any other 14 38.9 38.9 100.0
total 36 100.0 100.0

Chart:4
What is your source of finance?
 What is your source of finance?
From the above table it is inferred 19.4%of the customer (n=7)
are bank loan and 25.0% of the customer (n=9) are finance
company and 16.7% of the customer (n=6) are self financing
and 38.9% of the customer (n=14) are any other. The total
sample size is 36.
 Table: 5
What are the external factors that influence you about
purchasing bike?
frequency percent Valid Cumulativ
percent e percent
Valid print 6 16.7 16.7 19.4
media

Electronic 7 19.4 19.4 36.1

media
exhibition 8 22.2 22.2 58.3
Trade 15 41.7 41.7 100.0
show
total 36 100.0 100.0

Chart:5
What are the external factors that influence you about
purchasing bike?
 What are the external factors that influence you about
purchasing bike?

From the above table it is inferred 16.7%of the customer (n=6)

are print media and 19.4% of the customer (n=7) are electron ic
media and 22.2% of the customer (n=8) are exhibition and
41.7% of the customer (n=15) are trade shows. The total
sample size is 36.
 TABEL: 6

Which brand right now you are having?

Frequency Percent Valid Cumulativ
percent e percent
Valid 5 13.9 13.9 13.9
Enfield

Bajaj auto 2 5.6 5.6 19.4

Suzuki 5 13.9 13.9 33.3
Honda 14 38.9 38.9 72.2
TVS 13 8.3 8.3 80.6
Hero 7 19.4 19.4 100.0
Total 36 100.0 100.0
chart:6
Which brand right now you are having?

Which brand right now you are having?

From the above table it is inferred 13.9% of the customer (n=5)
are hero and 5.6% of the customer (n=2) are Bajaj auto and
13.9% of the customer (n=5) are Suzuki and 38.9% of the
customer (n=14) are Honda and 8.3% of the customer (n=3) are
TVS and 19.4% of the customer (n=7) are Enfield. The total
sample size is 36.
 Table:7

Should company go for innovation to development of new bike?

frequency percent Valid Cumulativ
percent e percent
Valid yes 22 61.1 61.1 61.1
no 14 38.9 38.9 100.0
total 36 100.0 100.0
Chart:7
Should company go for innovation to development of new bike?

Should company go for innovation to development of new bike?

From the above table it is inferred 61.1% of the customer (n=22)
are go for innovation to development of new bike and 38.9% of
the customer (n=14) are not suggest go for innovation to
development of new bike. The total sample size is 36.

TABEL: 8

While going for the development of new bike which point the
company should keep in mind?
Frequency Percent Valid Cumulativ
percent e percent
Valid 1 2.8 2.8 2.8
acceptabil
ity of
customer
Scale of 3 8.3 8.3 11.1
economic
s
comfort 15 41.7 41.7 52.8
design 6 16.7 16.7 69.4
others 8 22.2 22.2 91.7
6 3 8.3 8.3 100.0
Total 36 100.0 100.0

chart:8
While going for the development of new bike which point the
company should keep in mind?

While going for the development of new bike which point the
company should keep in mind?
From the above table it is inferred 2.8% of the customer (n=1)
are acceptability of customer and 8.3% of the customer (n=3)
are scale of economic and 41.7% of the customer (n=15) are
comfort and 16.7% of the customer (n=6) are design and 22.2%
of the customer (n=8) are others and 8.3% of the customer
(n=3) are others. The total sample size is 36.

TABEL: 9
According to you which company models you like most?
Frequency Percent Valid Cumulativ
percent e percent
Valid Bajaj 5 13.9 13.9 13.9
caliber
TVS victor 5 13.9 13.9 27.8
Honda 6 16.7 16.7 44.4
active
Yamaha 14 38.9 38.9 83.3
Libero
Enfield 5 13.9 13.9 97.2
ambition
Hero 1 2.8 2.8 100.0
Total 36 100.0 100.0

Chart:9
According to you which company models you like most?
According to you which company models you like most?
From the above table it is inferred 13.9% of the customer (n=5)
are Bajaj caliber and 13.9% of the customer (n=5) are TVS
victor and 16.7% of the customer (n=6) are Honda active and
38.9% of the customer (n=14) are Yamaha Libero and 13.9% of
the customer (n=5) are Enfield ambition and 2.8% of the
customer (n=1) are Hero. The total sample size is 36.
 CHAPTER 5
5.1 FINDINGS:

 30.56% of customers preferred TVS two wheeler

 30.33% of customers selected Moped Scotties

 36.11% of customers attributes the pick up factor in

their two wheeler

 3.89% of customers selected the any other source of

finance

 38.89% of customers having Suzuki brand right now

 61.11% of customers saying that the company

should go for innovation in context to development of new
bike
  41.67% of customers saying that the company
should keep company comfort zone while going for the
development of new bike

 38.89% of customers selected Yamaha Libero

company models

5.2 CONCLUSION :
The existing ROYAL ENFIELD are excellent and same is to be
maintained in future but respondents prefers ROYAL ENFIELD
bikes because of good quality and suitability for all ages of
peoples

It is not definitely an exaggeration, if one says that ROYAL

ENFIELD is the largest selling motor bike in India. The main
reason are ROYAL ENFIELD has marketers have certain values,
beliefs & care on their customers. The major asserts of ROYAL
ENFIELD are

 Convincing customer

 Unbeatable brand image

 Admirable after sale service

 Attractive advertisement

ROYAL ENFIELD has to concentrate on the following

aspects, as per the respondents opinion during the survey.

 Provision of extra feature

 More attractive offer

 Flexible finance scheme

 Transparency in policies

 Reduction in price

 We will improve the mileage system

 Frequent customer contact

5.3 LIMITATIONS OF THE STUDY:

 The memory of the respondents are shorts, the data

given by them may not be accurate

 The may not contain full details because the time

available for respondents to till questionnaire Is
limited

 Some consumers hesitate to give complete

information about their brand of Vehicle

5.4 SUGGESTION :
CUSTOMER ARE REAL CO PARTNER :
Customer are changing brands are changing slower
than the customer. If a brand becomes popular, a set
of potential customer while taking decision to
purchase a two wheeler may not want to go for it as
many started using it. So, if the marketer want to
create demanded continuously, they should provide
certain unique feature with which they feel better &
 different from others by possessing the product of that
brand

WISE PRICING :
There are lots of pricing policies that a company can select.
But, every marketer has to concentrate on this more to leave a
sense of balance between benefits offered & price charged I.e.,
a win – win situation for both customer & marketer. So, ROYAL
ENFIELD Can concentrate the following to adopt wise pricing

 Reduce the price of spare parts

 Reduce the charge for service

 More flexible & customer – friendly finance scheme