To Study of Consumer Satisfaction towards

Royal Enfield Motor Bikes Among of

District Una, Himachal Pradesh
A PROJECT REPORT
APG Shimla University
PARTIAL FULFILMENT OF THE REQUIRMENT FOR THE
DEGREE OF Managements Studies
MASTER OF BUSINESS ADMINISTRATION (MBA)

2024-2026

Supervised By: Submitted By:

Miss. Pritika Isha
Assistant Professor Class:- MBA 4 SEM
Roll No:- 24MBA01

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 SCHOOL OF MANAGEMENT

Certificate

It is certify that Miss. Isha student of MBA 4th Semester of Himachal Pradesh University has
completed a project titled “To Study of Consumer Satisfaction Towards Royal Enfield Motor
Bikes Among of District Una, Himachal Pradesh” in the academic year 2024-26 The work of the
student is original and the information included in the project is true the best of my knowledge.

Signature of Guide

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 DECLARATION

I, Miss. Isha , MBA Student of Himachal Pradesh University, hereby declare that I have completed
the project titled “To Study of Consumer Satisfaction towards Royal Enfield Motor Bikes
among of District Una, Himachal Pradesh” during the academic year 2024-2026.

The report work is original and the information/data and the references included in the report are true
to best of my knowledge. Due credit is extended on the work of literature by endorsing it in the
Bibliography as per the prescribed format.

ISHA
Class: MBA 4TH Sem
Uni. Roll No: 24MBA01

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 ACKNOWLEDGEMENT

I have high and esteemed regard for those persons who helped me right from the beginning of this
project with their guidance and valuable advice .First of all I would like to thankful to the

“AP Goyal Shimla University ” for providing every things for the development of this
project.

It was my pleasure to express sense of the gratitude to the member of project team Professor
Miss. Pritika for his guidance, co-operation it would have impossible for me to complete this
project report.

I am highly thankful to my friends for providing their valuable suggestions that helped me in
completing this project report. I have information because without them it was not impossible but
difficult to complete this project. So, I will also thankful to these persons and Technology of Computer.

I have tried to my best efforts to develop this project report

ISHA
Class: MBA 4TH Sem
Uni. Roll No:24MBA01

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 PAGE
CONTENTS NO
[Link]

Chapter 1 Introduction 8 – 11

Chapter 2 Review of Literature 12 – 18

Chapter 3 Research Methodology 19 – 21

Chapter 4 Industry And Company Profile 22 – 27

Chapter 5 Data Analysis And Interpretations 28 – 41

Chapter 6 FINDINGS, Suggestion And 42 – 45

Conclusion

46 – 48
BIBLIOGRAPHY
Appendix 49 – 52

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 LIST OF TABLES
[Link] TITLE PAGE NO
5.1 Table showing Age of respondents 28
5.2 Table showing Gender of respondents 29
5.3 Table showing Model of respondents 30
5.4 Table showing Buying Interest of 31
respondents

5.5 Table showing Source of information 32

5.6 Table showing Opinion on price 33
5.7 Table showing Opinion on market 34
price

5.8 Table showing Comfort of riding 35

position

5.9 Table showing Satisfaction over fuel 36

efficiency

5.10 Table showing Suitable for long rides 37

5.11 Table showing Opinion about resale 38
value

5.12 Table showing Recommendation of 39

model

5.13 Table showing Overall performance 40

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 LIST OF FIGURES

[Link] TITLE PAGE NO

5.1 Figure showing Age of respondents 28
5.2 Figure showing Gender of 29
respondents
5.3 Figure showing Model of 30
respondents
5.4 Figure showing Buying Interest of 31
respondents
5.5 Figure showing Source of information 32
5.6 Figure showing Opinion on price 33
5.7 Figure showing Opinion on market 34
price
5.8 Figure showing Comfort of riding 35
position
5.9 Figure showing Satisfaction over fuel 36
efficiency
5.10 Figure showing Suitable for long 37
rides
5.11 Figure showing Opinion about resale 38
value
5.12 Figure showing Recommendation of 39
model
5.13 Figure showing Overall performance 40

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 CHAPTER 1
INTRODUCTION

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1.1 Introduction

Customer satisfaction is defined as a measurement that determines how happy customers are with a
company's products, services and capabilities. An organizations main focus must be to satisfy its
customers and increase its sales, for this it is important to understand the voice of the customer which
provides detailed insights as to what their customers want and better tailor their services or products
and in turn help the business improve or change its products and services.
Marketing is the process of performing market research, selling products and services to customers
and promoting them via advertising to further enhance sales. Marketing as a subject of study is now
attracting increasing attention from firms, companies, institutions and even countries.
Customers are the important concept in marketing. It is being hard to please the present day customers.
They checkout the competitors with similar at times, even better offers. Customers are the king and
without satisfying their needs none can exist in the corporate competitive world.
Royal Enfield is the makers of the famous bullet brand in India established in 1955. In 1901 1st bike
produced. They are one of the oldest and most famous for their power stability and rugged looks.
Royal Enfield has been updating their bikes from their first model in order to provide the customers
total satisfaction from their bikes and keep up with the market trends. So this study is mainly focused
on analyzing the customer satisfaction of Royal Enfield.

1.2 Statement of the problem

As the two wheeler market in India is constantly increasing and changing day by day, it poses new
challenges to Royal Enfield to keep up with the market trends. Royal Enfield is a company that started
its business in 1948 with its product such as the bullet which has kept a prestigious position in the market
till date. In order to do so they have to ensure their products provides to their customers sufficient
satisfaction and if not bring about changes in order to achieve it.

1.3 Scope of the study

The scope of the study is to understand the customer’s attitude towards the product, services,
satisfaction obtained from the product and the variations between the actual product and their
expectations of Royal Enfield customers.

1.4 Research design

Research is done to collect essential information which helps solve problems related to customer’s
preference, satisfaction and overall happiness over Royal Enfield Bikes effectively.
1.4.1 Nature of study
The study is descriptive in nature.
1.4.2 Nature of data
Primary and secondary data is collected in order to obtain relevant information to conduct the research.
Primary data: Data was collected from current users of Royal Enfield using a questionnaire in order to
obtain relevant information. Secondary data: Data was collected by browsing magazines, newspapers,
article and papers related to Royal Enfield brand in India.

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1.4.3 Sources of data
Primary data is collected from 100 Royal Enfield customers by the use of questionnaire. Secondary data
is collected from magazines, newspapers, etc.

1.5 Sample Design

1.5.1 Nature of population
This study is conducted on customer satisfaction of Royal Enfield customers and the population is
infinite as the total number of Royal Enfield customers is impossible to determine.
1.5.2 Sample Unit
To study the whole base of Royal Enfield customers in Parkash Royal Automobiles is impossible as
the population is infinite. Therefore sampling method is used in order to collect data.
1.5.3 Method of sampling
The sampling method used in this study is snowball sampling under the non probability sampling
method.

1.6 Tools for analysis

Questionnaires were created in order to receive the necessary response required from the sample to
achieve the study objective. The main statistical and analytical tools used for analyzing primary data.

1.7 Limitations of study

• Sample size was limited in number. 100 respondents were chosen because of time constraint.
• Some of the response was biased.

1.8 Chapterisation
Chapter 1:- Introduction
A summary about the project showing its statement of the problem, Scope, objectives, research
methodology, sample design, tools for analysis and limitations which were used while conducting the
project on this particular topic.
Chapter 2:- Review of literature
A literature review is a text of scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contribution to a particular topic.
Chapter 3:- Industrial and company profile
A detailed insight into the working and main goals set by the company in its production and objectives
it’s trying to fulfill. It also focuses on the 2 wheeler industry the company is involved in.
Chapter 4:- Data analysis and interpretation
The systematic presentation and evaluation of the collected data, in order for the information to be
interpreted in such a manner, that it can be used to conduct the study and achieve necessary result.
Chapter 5:- Suggestions and Conclusion
Declaring the final findings from the project and stating whether the expected results were received and
the main reasons for it.

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 CHAPTER II
REVIEW OF LITERATURE

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2.1 Conceptual Review
2.1.1 Customer Satisfaction
Customer satisfaction is defined as a measurement that determines how happy customers are with a
company’s product, services, and capabilities. Customer satisfaction improve or change its products
and services. Consumer behavior refers to the selection, purchase, and consumption of goods and
services for the fulfillment of their basic and fundamental needs. Product quality, price, service or
fairness, product features are some of the factors that influence the customer satisfaction.
Philip Kotler defines customer satisfaction as a “person's feeling of pleasure or disappointment, which
resulted from comparing a product's perceived performance or outcome against his/her expectations”.
2.1.2 Factors affecting customer satisfaction
Several factors like psychological, personal, social and cultural factors influence the purchasing
behavior of the consumer.
Psychological Factors
Many psychological factors like motivation, perception, learning, attitudes and beliefs play a crucial
role in purchasing a particular product and services. To increase sales and encourage the consumer to
purchase the service, organization should try to create a conscious need in the consumer & mind
which develops an interest in buying the service. Similarly, depending on the experiences of the
experiences, beliefs, and personal characteristics of the consumer, each individual has a different
perception from one another. Hence, the study of consumer buying behavior is a gateway to success in
the market. Overall the result shows that the brand image, value, price, health concern and quality
influences customer satisfaction.
Personal Factors
This consumer behavior includes personal factors such as age, occupation, economic situation, and
lifestyle. Consumer changes the purchase of goods and services with the passage of time. Occupation
and the economic situation also have a significant impact on buying behavior. A person with high
income chooses to purchase expensive product and services. On the other hand, a person with low
income chooses to purchase inexpensive product and services. The lifestyle of customers is another
crucial factor affecting the consumer buying behavior. Life style refers to the way a person lives in a
society and is expressed by the things in the surroundings.
Social Factors
Human beings live in an environment surrounded by several people who have different buying
behavior. A person’s behavior is influenced by small groups like family, friends, social networks, and
surroundings who have different buying behavior. These groups form an environment in which an
individual evolves and shape the personality. Hence, the social factors influence the buying habit of a
customer to great extends.
Cultural Factors
Culture is crucial when it comes to understanding the needs and behavior of an individual. The values,
perception, behavior and preference are the factors basically learned at the very early stage of
childhood from the people and the common behaviors of the culture. Norms and values are carried
forward by generations from one entity to the other. Culture factors represent the learned values and
perceptions that define consumer wants and behaviors.

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2.1.3 Components of customer satisfaction
❖ Quality
❖ Value of efficiency
❖ Timelessness
❖ Access
❖ Self
management
❖ Team work
❖ Commitment
❖ Innovation
2.1.4 Advantages
• Retain Customers
If your customers are satisfied with the products and services they receive, they’re far more likely to
stay with your business. If the customer satisfaction survey results indicate that your clients are not
happy with the service they are receiving, they may just jump ship and head directly to your
competition. Maintaining a high level of customer satisfaction is especially important for SMBs, who
have a smaller group of customers, making each more valuable to your business’s overall
success. •
Determine Your Priorities
The results of a customer satisfaction survey allow you to discover which aspects of your business you
need to prioritize. They also allows you to determine if you need to improve your customer service,
order processing, or billing practices, among many other aspects. To help determine your strengths
and weaknesses, ensure you include number-based questions and average out the responses to see
where each aspect of the customer experience stands in the greater scheme.
• Current Satisfaction Feedback
The primary benefit of these surveys is that you can gather the customer’s current thoughts on various
aspects of your business. Whether it is the value of the products or services you offer, the quality of
your customer service, or even the faith that the customer has in your business’s long term strategies,
it is always useful to gain insight into how the customer is currently feeling about your company.
• Tracking Changes in Feedback
Surveys are also repeatable. You can run the survey every so often in order to continue to gain
feedback. Because surveys can have the same questions, this will allow you to compare data over time
and see if there are any changes. For example, if you receive an overall score of 8/10 on a follow up
survey, that may seem like a high number. But if you achieve 10/10 the previous time you ran the
survey, it may imply something is slipping.
• Shows Commitment to the Customer
Often customers like the idea that a company is soliciting their feedback, because it shows that the
company is committed to keeping them as a business. Far too many companies take their clients for
granted. Customer satisfaction surveys serve as a reminder that your company cares enough to make
business decisions based on your feedback.

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2.1.5
Disadvantages
• Customer Burnout
As easy as surveys are to fill out, many people simply don’t like completing them. Sending surveys
too often can lead to customer burnout, and that burnout may result in lower satisfaction scores despite
your excellent business model.
• Anonymity Issues
It’s hard for customers to believe that they aren’t being tracked. These days there is so much unwanted
spam and excessive sales strategies that customers are often hesitant to give information that may lead
to more sales calls in the future. Without ample assurance that the survey will not be used to target
them directly, it may be hard to get the responses you want.
• It Can Be a Waste
This might not be the lovey-dovey thing to say, but sometimes, gathering customer feedback is a waste
of time and money. Say you sent out a bunch of surveys, got plenty of responses, and found out that
for the most part, your customers politely said they were reasonably satisfied with your company.
Would that inspire you to take a specific action? No? If it does not lead to action, feedback is
meaningless. In this case the survey is not even given any importance and it doesn’t create any change
in the organization.
• Lack of clear cut survey
The survey method must be designed properly to be effective and meet its intended purpose. Poorly
written questions, a confusing structure and ambiguous questions can quickly make this method
ineffective. Unless completed on site, most questionnaires also have a low rate of return and there is
no guarantee respondents will be honest in their responses, especially if forced to take a survey.

2.2 Empirical Literature

“A literature review is a text of scholarly paper, it is secondary sources, and do not report new or
original experimental work”. Some of the literature reviews related to the customer satisfaction are:

Krishnan Santana. R (2007),

“Issue and future of the two wheeler industry” looks into various issues faced by the two wheelers
industry. In terms of competition, the industry is likely to face competition from used cars and low
cost cars. Other issues are the declining margins due to increased cost of material and shift in customer
demand to electric vehicles to save patrol. In terms of growth, there are expectations that the industry
is likely to grow by 5%, most of the growth is likely to come from motorcycles. Some of the Indian
motorcycle companies are also likely to set up plants in foreign countries to meet export needs.

Omesh Chandra (2011),

“A study of consumer buying behavior towards bikes”. The main theme of the study is to the rapid
changing perception of consumers towards power segment bikes to study the satisfaction level of
consumers, who use bikes. Information was collected from a sample size of 50 respondents in four

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districts. The tool used in this study is chi-square tests. The study had found that 53% respondents are
highly satisfaction with their bikes. 47% respondents are satisfied with their bikes. Finally it was
conducted that most of the respondents were aware of many popular brands of bikes.

Mrs. R. Kanaka Rathinam (2013),

“A study on customer’s preference towards Royal Enfield Motorbikes in Coimbatore city “this article
provides detailed information about the preference of customer towards Royal Enfield bikes. In this
article the author has mentioned how preference is influenced by culture, social, personal and
psychological factors lastly with help of questionnaire method it was found that Royal Enfield is
chosen by most of customers because of appearance, performance, and design.

Mrs. G. Murali Manokari (2013),

“A Study on Customer’s Preference towards Royal Enfield Motorbikes in Coimbatore City, Tamil
Nadu”, Findings from the study of this literature of research shows how much customers prefer and
their satisfaction level towards various aspects of Royal Enfield, which are mostly influenced by
socio-cultural, psychological & personal factors. Customers of Royal Enfield conveys, that in order to
capture the market, the manufacturers have to give the best combination of looks, quality, cost
efficiency good features, safety, and performance. This reason has also proved to be the reason behind
the decade’s long history of the Company.

Ms. Ameer Asra Ahmed (2013),

“A Study on Customer Satisfaction Level of Royal Enfield Bullet “this article has given information
about both perception and satisfaction towards Royal Enfield bikes. The Royal Enfield bikes are most
preferred by middle aged and younger generation dominated by male. Their perception towards bike is
muscularity, strong performance, mileage, and status. Royal Enfield bikes and its parts are available
everywhere. So Royal Enfield is preferred more and chosen more than other bikes.

R. Amesaveni, R Koila (2014),

“A study relating to consumer satisfaction level of working women towards two wheelers”. From his
study majority of the working women’s in rural India gave importance to the quality of the product,
which also showed that the income level of the rural consumer was increasing, which also generate
more consumption and purchasing power for the consumers. An organization should place emphasis
on introducing new model in the society and manufacture two wheelers that give good mileage.

Mr. Faisal.T (2014),

“A Study on Customer Perception towards Royal Enfield with Special Reference to Malappuram
District” we found out that it was undertaken with the objective of finding out customer’s perception
level on Royal Enfield bikes. It is felicitously observed from the study that the most customers of
Royal Enfield are highly satisfied in almost all areas offered by Royal Enfield. This study shows that
by improving fuel efficiency, service and advertisement and by introducing new models capable to
compete with the fresher in the market.

Kottala Sri Yogi (2016),

“An empirical and fuzzy logic approach to product quality and purchase intention of customers in two

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wheelers “Customer perceptions while purchasing a Royal Enfield or any two-wheeler has been
analyzed by different manufacturers through various ways. In this article the author uses fuzzy logic
approach to accomplish the objective. Royal Enfield has given priority in high trade in value.

CHAPTER III
REASEARCH METHODOLGY

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 3.1 Meaning of REASEARCH
Research methodology is the specific procedure or technique used to identify, select, process and
analyse information about a topic. In a research paper, the methodology section allows the reader to
critically evaluate a study’s overall validity and reliability.
3.1.1 RESEARCH METHODOLOGY
It is a systematic and scientific process of conducting research. It gives the researcher a framework
within which the research has to be carried out.

3.2 OBJECTIVE OF THE STUDY

The main aim of the study is to analyses and examines level of satisfaction among the Royal Enfield
and to know the problems faced to consumer of the various categories. The specific objectives are as
follow.

 To study satisfied with fuel efficiency of your bike?

 To study of the resale value of Royal Enfield?
 To study of the overall performance of Royal Enfield Motorcycle?

3.3 HYPOTHESES OF STUDY

It is known fact to all that keeping consumer happy is management’s responsibility as to get the work
done perfectly. But, to feel happy is employee’s perception. So a consumer satisfied is essential
element for improving efficiency and effectiveness.

1 H0: Consumer is not satisfied with fuel efficiency of Royal Enfield.

H1: Consumer is satisfied with fuel efficiency of Royal Enfield.

2 H0: Consumer is not satisfied with the resale value of Royal Enfield.

H1: consumer is satisfied with the resale value of Royal Enfield.

3.4 RESEARCH METHODOLOGY

3.4.1 SAMPLING METHODOLOGY
Sample size --- 100
Sample unit --- Snowline Autos Kangra, Snowline Autos Palampur, Parkash Royal Automobiles
Jawalamukhi

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Sampling Area --- District Una
Sampling Technique --- Convenience Sampling under Non- Probability Sampling

3.4.2 SOURCE OF STUDY

During my study interacted with the Royal Enfield consumer & gathered information required as per
the questionnaire.
3.4.3 DATA COLLECTION
Primary Data has been used by me in the form of Questionnaires & Observation, which are the two
basic method of collecting primary data, which suffices all research objective.
Secondary Data sources like catalogue of the company, various internet sites such as Google. Com
have been used.

3.5 LIMITATION OF STUDY

Data collected may have biased response.
The researchers had difficulty in explaining the research problem to the respondents. Hence the level
of understanding of research problem and concept by the respondents may affect the study result.
The research results (finding and suggestions) are applicable only to the selected region.

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 Chapter IV
Industry And Company Profile

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 4.1 Industrial Profile
4.1.1 The First Motorcycle
We are going to begin by looking at the first bikes. They didn’t work very well and they were not very
fast but moved with being drawn by a horse or being pedaled. When you look at a motorcycle today,
have you ever thought what the old bikes were like? Were they easy to ride? How fast did they go?
Were they comfortable? To answer all these questions, we have got to go quite a long way back say
about 100 years. The world was very different in those days and there must have been a feeling of
great excitement. There was a great interest in science and engineering and almost every week, some
fantastic new invention appeared. First there were gaslights and then electricity and new cures for
many kinds of illnesses were always being announced this was period when people started thinking
about how to travel quickly and safely.
Before cars and bikes, the quickest mode of travelling was steam trains and if you where near to where
you wanted to go then the next best thing were a stagecoach or paddle streamer. No one, except the
very rich, could get from their own house to where they were going very quickly. Then in 1885, a
German called Gottlieb Daimler made a small engine, which ran on a kind of petrol. It wasn’t a very
good engine but it just worked. Daimler fitted the engine to a cycle type frame, which exactly had one
wheel at the front and two wheels at the rear.
In the following year, another German, Wilhelm Maybe rode the Daimler bike for a few meters-
something which everyone thought was very brave. At last, a way of moving people directly from one
place to another had been invented. Not everybody thought that this was a good idea. In England there
was a law, which said that no vehicle powered by an engine could go faster than 4mph which is about
as fast as you walk. Many of the people were afraid and urged that the bike should be banned. But in
1896 an act was passed that bikes can travel 12mph speed-, which is considered to be a fantastic speed
4.1.2 The Profile of Two Wheeler Industry in India
The feeling of freedom and being one with the Nature comes only from riding a two wheeler. Indians
prefer the two wheelers because of their small manageable size, low maintenance, and pricing and
easy loan repayments. Indian streets are full of people of all age groups riding a two wheeler.
Motorized two wheelers are seen as a symbol of status by the population. Thus, in India, we would see
swanky four wheels jostling with our ever reliable and sturdy steed: the two wheeler.
4.1.3 Recent Economic Developments
India is the 2nd largest two-wheeler market in the world with a size of over Rs 100,000 mn. Steps like
abolition of licensing, removal of quantitative restrictions and initiatives to bring the policy framework
in consonance with WTO requirements have set the industry in a progressive track. Removal of the
restrictive environment has helped restructuring, and enabled industry to absorb new technologies,
aligning itself with the global development and also to realize its potential in the country. The
liberalization policies have led to continuous increase in competition which has ultimately resulted in
modernization in line with the global standards as well as in substantial cut in prices. Aggressive
marketing by the auto finance companies have also played a significant role in boosting automobile
demand, especially from the population in the middle income group.

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 4.1.4 Nature of market
In the initial years, entry of firms, capacity expansion, choice of products including capacity mix and
technology, all critical areas of functioning of an industry, were effectively controlled by the State
machinery.
However, the major set of reforms was launched in the year 1991 in response to the major
macroeconomic crisis faced by the economy. The industrial policies shifted from a regime of
regulation and tight control to a more liberalized and competitive era. Two major results of policy
changes during these years in twowheeler industry were that the weaker players died out giving way to
the new entrants and superior products and a sizeable increase in number of brands entered the market
that compelled the firms to compete on the basis of product attributes.
4.1.5 Key players in the Two-wheeler Industry
There are many two-wheeler manufacturers in India. Major players in the two wheeler industry are
Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic
Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha Scooter Mopeds.),
Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India
(P) Ltd (HMSI).

4.2 Company Profile

4.2.1 Royal Enfield India Ltd
Classic Bikes with power for leisure riding is what a Royal Enfield bike stands for, and Royal Enfield
leads this segment of the market in India by leaps and bounds. Its exquisite range of motorcycles
combines distinctive styles with power, riding comfort and ruggedness to deliver a unique
motorcycling experience.
INDUSTRY: Motorcycles, Bicycles, Lawnmowers.
SUCCESSOR: Royal Enfield (India)
FOUNDER: Albert Eadie and Robert Walker Smith.
Founded: 1901
PRODUCTS:
Classic
Standard
Thunderbird
Meteor
Interceptor
Continental
Himalayan
HEADQUARTERS: Chennai, India.
4.2.2 The Beginning
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines under
the name Royal Enfield out of its works based at Redditch, Worcestershire. The legacy of weapons
manufacture is reflected in the logo comprising the cannon, and the motto "Made like a gun". Use of
the brand name Royal Enfield was licensed by the Crown in 1890.

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4.2.3 History of the Company
Mid 19th century England The firm of George Townsend & Co. opened its doors in the tiny village of
Hunt End, near the Worcestershire town of Redditch. The firm was specialized in sewing needles and
machine parts. In the first flush of enterprise, flitting from one opportunity to another, they chanced
upon the pedal-cycle trade. Little did they know then that it was the beginning of the making of a
legend .Soon, George Townsend & Co. was manufacturing its own brand 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.
4.2.4 Profile of the Organization
Royal Enfield is the makers of the famous Bullet brand in India. Established in 1955, Royal Enfield
(India) is among the oldest bike companies. It stems from the British manufacturer, Royal Enfield at
Redditch. Royal Enfield has its headquarters at Chennai 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.
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 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.
4.2.5 Infrastructure and Technology
To manufacture a quality bike that are well known worldwide for their reliability and toughness, state-
of-the-art infrastructure is required and that is just what Royal Enfield has done at their Chennai
manufacturing facility. An active in-house Research & Development wing is constantly at work to
meet changing customer preferences and the challenges of Indian and International environment
standards. When introducing a new product, this team undertakes all related planning which includes a
rigorous customer contact program, design, concurrent engineering and testing processes.
4.2.6 Manufacturing
Royal Enfield's manufacturing operations go through a series of modernization and improvement
efforts, with a number of automated processes. The Company has put in place modern manufacturing
practices like Cellular layouts, Statistical process controls and Flexible manufacturing systems. The
Chennai manufacturing facility has received the ISO 9001 certification and for managing its
operations in a clean and safe environment, it has obtained the ISO 14001-quality certification and
kaizens are implemented to ensure the quality levels are kept at an ever rising pace.

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 Chapter V
Data Analysis And Interpretations

Page | 23
 Table 5.1

Ages of Respondents

Particulars Number of Respondents %

18-25 50 50%
26-35 18 18%
36-45 15 15%
46-55 14 14%
56-65 3 3%
Above 65 0 0
Total 100 100%

(Source: Primary Data)

From the table it is clear that out of 100 respondents, 50 % of respondents between the ages 18-25.
18% of the respondents are between of age group 26-35.15% of the respondents are between of age
group 36-45.14% of the respondents are between of age group 46-55. 3% of the respondents are between
of age group 56-65. There are no respondents for the rest of age 65. From this data it is clear that more
number of respondents are between of the age group of 18-25.

Figure 5.1

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 Table 5.2

Gender of Respondents

Particulars Number of Respondents %

Male 86 86%
Female 14 14%

Total 100 100%

(Source: Primary Data)

From the above table it is clear that 14 % of the respondents are female riders, and 86% of
respondents are male riders.

Figure 5.2

Page | 25
 Table 5.3
Model of Royal Enfield used by Respondents

Particulars Number of Respondents %

Meteor 9 9%
Interceptor 650 4 4%
Continental GT 3 3%
Himalayan 5 55%

Classic 27 27%
Standard 47 47%
Thunderbird 5 5%
Total 100 100%

(Source: Primary Data)

From the above table, 9% of customers have Royal Enfield,4 % of customers have Royal Enfield
Interceptor,3 % of customers have Continental GT, 5% of customers have Himalayan, 27% of customers
have Classic,47 % of customers have Bullet,5 % of customers have Thunderbird .

Figure 5.3

Page | 26
 Table 5.4

Buying Interest of Respondents

Particulars Number of Respondents %

Performance 23 23%
Status symbol 47 47%
Riding comfort 26 26%
Special purpose 4 4%
Total 100 100%

(Source: Primary Data)

From the above table,23 % of people are interested to buy this model due to its Performance,47 % of its
Status symbol,26 % of its Riding comfort, 4%. it is Special purpose .

Figure 5.4

Page | 27
 Table 5.5

Source of Information

Particulars Number of Respondents %

Social Media 34 34%
Newspaper 11 11%
Friends 33 33%
Relative 22 22%
Total 100 100%

(Source: Primary Data)

From the above table it shows that, 34% of customers are informed about Royal Enfield by Social
media,11 % are informed by newspapers, 33% are informed by friends, and 22% are informed by
relatives.

Figure 5.5

Page | 28
 Table 5.6

Opinion on Price

Particulars Number of Respondents %

Expensive 35 35%
Affordable 65 65%

Total 100 100%

(Source: Primary Data)

From the above table,65 % of the customers are comfortable with the price of Royal Enfield and 35%
are uncomfortable about the price. None of the customers are of the opinion that the price of Royal
Enfield is cheap.

Figure 5.6

Page | 29
 Table 5.7

Opinion on Market Price

Particulars Number of Respondents %

High 33 33%
Medium 67 67%
Low 0 0%
Total 100 100%

(Source: Primary Data)

From the table, 33% of the customers are of the opinion that the market price of Royal Enfield are high,
67% of the customers are with the opinion that the market price is medium, None of the customers are
of the opinion that market price is low.

Figure 5.7

Page | 30
 Table 5.8

Comfort of Riding Position

Particulars Number of Respondents %

Yes 84 84%
No 16 16%
Total 100 100%

(Source: Primary Data)

From the table ,84% of the respondents are comfortable with the riding position .And 16% of the
respondents dis-comfortable with the riding position.

Figure 5.8

Page | 31
 Table 5.9

Satisfaction over fuel efficiency

Particulars Number of Respondents %

Highly Satisfied 32 32%
Satisfied 51 51%
Neutral 11 11%
Unsatisfied 6 6%
Total 100 100%

(Source: Primary Data)

From the table32, % of people are highly satisfied with the fuel efficiency of Royal Enfield Bike, 51 %
of them are satisfied, 11% of them are neutral ,6 % of them are unsatisfied. It is inferred that smaller
number of people are dissatisfied about its fuel efficiency of Royal Enfield.

Figure 5.9

Page | 32
 Table 5.10

Suitable for long rides

Particulars Number of Respondents %

Yes 69 69%
No 31 31%
Total 100 100%

(Source: Primary Data)

From the table,69 % of the customers are of the opinion that their Royal Enfield models are suitable for
long rides.31 % are of the opinion that it is not comfortable for long rides..

Figure 5.10

Page | 33
 Table 5.11

Opinion about resale value

Particulars Number of Respondents %

Excellent 90 90%
Poor 10 10%
Total 100 100%

(Source: Primary Data)

From the table, we can understand that90 % of the customers are of the opinion that resale value are
Excellent, 10% are of the opinion that the resale value of Royal Enfield Motorcycle are of the opinion
that resale value are average and None of them are of the opinion that resale value as below average and
poor.

Figure 5.11

Page | 34
 Table 5.12

Recommendation of model

Particulars Number of Respondents %

Yes 98 98%
No 2 2%
Total 100 100%

(Source: Primary Data)

From the above figure it is clear that, 98% of the customers recommend their model and 2% are not
recommending their model.

Figure 5.12

Page | 35
 Table 5.13

Overall Performance

Particulars Number of Respondents %

Excellent 52 52%
Good 31 31%
Average 17 17%
Poor 0 0%
Total 100 100%

Source: Primary Data)

According to table 52% of people rated Excellent on overall performance of Royal Enfield Bike, 31%
of them rated Below Good, 17% of them rated Average and It is inferred that more number of people
are satisfied about the overall performance of Royal Enfield.

Figure 5.13

Page | 36
 CHAPTER VI
FINDINGS, SUGGESTIONS AND
CONCLUSION

Page | 37
6.1 Findings
1 It is inferred that most of the Royal Enfield users are youths. Adults and aged people do not prefer
Royal Enfield Bike.
2 It is inferred that majority males are customers of Royal Enfield bike and only some females are
using it.
3 It is inferred that classic is favorite among most of the customers and other models are unable to
attract customer.
4 Majority of the Royal Enfield users are interested to buy the model because of its riding comfort and
performance.
5 Majority of the respondents come to know about Royal Enfield through friends and relatives.
6 Most of the respondents feel that the price of Royal Enfield is affordable.
7 It is inferred that most of the respondents are using this bike for daily basis and city touring. Very
less are using this Royal Enfield bike for off-road and stunt/race purpose.
8 Interpretations shows that the riding comfort of Royal Enfield bikes is the most liked feature of their
bike.
9 Majority of the respondents are of the opinion that market price of Royal Enfield is medium.
10 Almost all respondents are comfortable with the Riding position.
11 It is inferred that large number of respondents are satisfied about its fuel efficiency.
12 It is inferred that majority of the respondents are of the opinion that Royal Enfield bikes are
suitable for long rides.
13 More than half of the respondents are satisfied with the resale value of Royal Enfield bike.
14 Most of the respondents prefer their bikes to be serviced from other dealers.
15 It is inferred that most of the people are satisfied with the affordability of service charges.
16 It is inferred that most of the people get Timely delivery.
17 It is inferred that majority of the respondents are recommending Royal Enfield bike to others.
18 Majority of the respondents rated good for overall performance.
19 Majority of the respondents are satisfied with the overall satisfaction.

6.2 Suggestions
 Royal Enfield so far appeal and attract males more than females, steps should be taken to attract
females too towards the bikes and encourage them to see Royal Enfield as a suitable option for them.
 The bikes recently introduced by Royal Enfield are mostly concerned about youth, so many
suggested they should also consider the middle age people while manufacturing.
 Some of the respondents feel that they can improve the after sales services of Royal Enfield bikes.
So it will be helpful and easy for the customers.
 There should also be better communication and connection between various service centers and
dealers in the area for better availability of spare parts and faster services.

Page | 38
 The delivering facility of Royal Enfield needs to be developed, as there is a huge lag (waiting
period of a month minimum) to get the bike after ordering. This alone has led to people preferring other
brands over Royal Enfield.
 Some respondents are not satisfied with the level of quality and finishing shown on the bikes,
this aspect has to be looked into by the company and necessary steps should be taken.
 The service level offered by various service centers are way below average and this affects the
satisfaction level of the customers, the company should take necessary steps to ensure every service
centers are up to standard and the customers are satisfied with the service received.

6.3 Conclusion
This project helps to know about the customer satisfaction towards ‘Royal Enfield bikes’. Majority of
the customers are satisfied with the riding comfort and performance of Royal Enfield. The customers of
Royal Enfield are satisfied with the product. Most preferred model of Royal Enfield is Standard. Most
of the customers are satisfied with the fuel efficiency of Royal Enfield. Majority of the customers are
male youths and they use Royal Enfield mainly for daily uses and city touring. Customers are satisfied
with the affordability of service charges and timely delivery. Majority of the respondents are satisfied
with the overall performance and the do recommend Royal Enfield Bikes to others. From this project it
is identified that, most of the customers are satisfied with the Royal Enfield bikes.

Page | 39
BIBLIOGRAPHY

Page | 40
JOURNALS
1. Mr. Faisal.T, Research Scholar, M-Phil (2014), “A Study on Customer Perception towards Royal
Enfield with Special Reference to Malappuram District”, ISSN: 2320-5504, E-ISSN-2347-4793
2. Krishnan Santana R (2007), “the issue and future of the two wheeler industry”. Two-Wheeler
Industry in India – An Introduction, Hyderabad, the ICFAI University Press.
3. Kanaka Rathinam R (2013), “A study on customer’s preference towards Royal Enfield
Motorbikes in Coimbatore city”, International Journal of Advanced Research in Business
Management and Administration, Vol.1, No.1, pp 1-7.
4. Omesh Chandra (2011), “the study on consumer buying behaviour towards bikes”, International
Journal of Research in Finance and Marketing, Volume 1, Issue 2, June 2011, 86- 101.
5. Mrs. G. Murali Manokari (2013), “A Study on Customer’s Preference towards Royal Enfield
Motorbikes in Coimbatore City, Tamil Nadu”, International Journal of Advanced Research in
Business Management and Administration volume: 1, Issue 1, Pp 2, dec [Link] Journals and
Publications.
6. Dr Debasis Tripathy (2016), “A Study on Consumer Satisfaction of Two Wheeler Bikes”
Assistant Professor, Joseph School of Business Studies, Sam Higginbottom University of
Agriculture, Technology and Sciences International Journal of Engineering and Management
Research, Volume-4, Issue-4, DOI: 10.13140/RG.2.2.14567.85929.
7. SR Sony Mariya (2018), “Customer satisfaction level towards royal Enfield bikes” (with special
reference to Coimbatore city), International Journal of Commerce and Management Research,
Volume: 4, Issue 5, PP 122, ISSN: 2455-1627.
8. Kottala Sri Yogi (2016), “An empirical and fuzzy logic approach to product quality and
purchase intention of customers in two wheelers”, Pacific Science Review B Humanities and
Social Sciences 1(1):57- 69 DOI: 10.1016/[Link].2015.12.001.
9. Ms. Ameer Asra Ahmed (2013), “A Study on Customer Satisfaction Level of Royal Enfield
Bullet”, International Journal of Business and Administration Research Review, Vol.1, Issue.7, E-
ISSN -2347-856X, ISSN -2348-0653.
10. R Amesaveni, R Koila (2014), “the study relating to consumer satisfaction level of working
women towards two wheelers”, Indian Journal of Marketing, Volume 44, Issue 5, DOI:
10.17010/ijom/2014/v44/i5/80377

MAGAZINES
• The Bullet-In
• Fastrack
• Royal Enfield Magazine
• The BEAT

WEBSITES [Link]

[Link]

Page | 41
APPENDIX

Page | 42
Consumer Satisfaction Towards Royal Enfield
QUESTIONNAIRE
This survey is conducted by Anirudh Sethi student of B.B.A batch of Government P.G Collage
Dhaliara, want to know Consumer Satisfaction Of Royal Enfield Motor Bike Among People Of
District Kangra Himachal Pradesh. If you fill this questionnaire, it would help in the completion of my
study. I assure you that the information will be only used for academic purpose.

1. Name…………………………………….

2. Age :
o.18 to 25
o.26 to 35
o.36 to 45
o.46 to 55
o.56 to 65
o. Above 65

3. Gander
o. Male
o. Female

4. What is your profession?

o. Business
o. private job
o. Government job
o. Student

5. Which model of Royal Enfield Motorcycle do you have?

o. Meteor
o. Interceptor650
o. Continental GT
o. Himalayan
o. Classic
o. Standard
o. Thunderbird

6. Why were you interested to buy this model?

o. Performance
o. Status Symbol
o. Riding Comfort

Page | 43
7. How did you come to know about this model?
o. Social Media
o. Newspaper
o. Friends
o. Relatives

8. What is your opinion about the price of Royal Enfield?

o. Expensive
o. Affordable

9 Opinion on market price of Royal Enfield compared to other bike?

o. High
o. Medium
o. low

10. Are you satisfied with fuel efficiency of your bike?

o. Highly Satisfied
o. Satisfied
o. Neutral
o. Unsatisfied

11. Are you comfortable with the riding position?

o. Yes
o. No

12. Is this model suitable for long rides?

o. Yes
o. No

13. What do you think about the resale value of Royal Enfield?
o. Yes
o. No

14. Do you recommend this model?

o. Yes
o. No

15. How will you rate the overall performance of Royal Enfield Motorcycle?
o. Excellent
o. Good
o. Average
[Link]

Do you any suggestion to improve the standard of Royal Enfield?

Page | 44