CHAPTER -1

1.1 INTRODUCTION

A motorcycle may be defined as a self-propelled, engine-powered, two-wheeled

vehicle. A Steam velocipede built by inventor Sylvester H. Roper may be the
earliest known motorcycle In the present era, the customer is the center point of all
marketing activities.
The objectives of the marketers have shifted from “maximization of profits” to
“maximization of customer satisfaction”. Business firms not only retain their
current customers but also increase their market share by satisfying customers
through high-quality after-sales service. After-sales service availability is a critical
deciding factor when choosing an automobile.
Globalization, individualization, digitalization, and increasing competition are
pressing the face of the industry. In addition, increasing safety requirements and
voluntary environmental commitments by the two-wheeler industry have also
contributed to the changes ahead. Size is no longer a guarantee of success. Only
those companies that find new ways to create value will prosper in the future.
Driving the most luxurious Bike has been made possible by the stiff competition in
the automobile industry in India, with overseas players gathering the same
momentum as the domestic participants.
Every other day, we hear about some new launches, some low-cost Bikes -all
customized in a manner such that the common man is not left behind. In 2015, the
automobile industry was expected to see a growth rate of around 9%, with the
disclaimer that the auto industr y in India has been hit badly by the ongoing global
financial crisis. The automobile industry in India happens to be the ninth largest in
the world. Following Japan, South Korea, and Thailand, in 2013, India emerged as
the fourth largest exporter of automobiles.

1
1.2 REVIEW OF LITERATURE

K. Reenareicha etc. at all (2019), in their article “A Study on Customer

Satisfaction towards Royal Enfield Bike in Tiruppur City” stated that the purpose
of this study on customer satisfaction will help us to understand the needs & Wants
of the customers towards Royal Enfield. The study could provide appropriate and
timely information about the position of preference level of customers towards
Royal Enfield. The objectives of this study are to analyze customer satisfaction and
to find out consumer preference towards the ironic brand Royal Enfield. This study
also investigates the services and factors that influence the customers to purchase
the Royal Enfield bikes and also identifies what customers are expecting from the
Royal Enfield. To know about customer satisfaction and factors that influence the
customer’s preference in the buying decision process. Customer satisfaction is
influenced strongly by cultural, social, personal, and psychological factors. For this
purpose, 75 customers were selected and various responses were based on the
questionnaire method. By and large, it was found that most of the customers are
choosing Royal Enfield vehicles because of their Vehicle appearance, pickup, good
model engine appearance, etc.

SR Sony Mariya & Dr. K Amutha (2018), in their study about “Customer
satisfaction level towards Royal Enfield bikes (with special reference to
Coimbatore city)”, stated that This study aims to analyze the customer satisfaction,
towards Royal Enfield bikes in Coimbatore city. The objective of the study is to
know the demographic factors, and buying behavior, of the customers. This study
is about the preference for the Royal Enfield and it is done through questionnaires
from the customers.
2
Ms. Ameer Asra Ahmed etc. (2014) in their article “A Study on Customer
Satisfaction Level Of Royal Enfield Bullet” stated that This study on customer
satisfaction is associated with one of the leading two-wheeler companies the Royal
Enfield in the following paragraph brief note on the problem that has been
undertaken as the subject matter is explained. In this project report, we will find
out the satisfaction level of the Royal Enfield Bullet owner in Bangalore city. The
problem it is facing in the present market scenario. This project evaluates the
various factors that keep the customer satisfied. It also evaluates the various factors
that influence a customer to buy the bullet. At the same time, when selecting a
bullet various aspects that have to be given thought concerning Brand image,
Color, Fuel-efficiency, the technology used, etc. A questionnaire was designed to
conduct a survey and the data so collected from appropriate respondents was
analyzed using a statistical package called SPSS and a One-way ANOVA test was
done to test the hypothesis.

3
1.3 STATEMENT OF PROBLEM
Some say that Royal Enfield has faced problems with quality parts, engine
seizures, oil leakage, and other issues. For example, some say that Royal Enfield
has compromised the quality of parts in the competitive market, which has angered
new customers. Others have reported that Royal Enfield‟s long-stroke engines
don‟t dampen vibrations. Some have also complained about engine seizures, oil
leakage, breaking of accelerators, tearing of clutch cables, and electric failures.
In June 2023, Royal Enfield announced that it had discovered a defect in the
ignition coil of some of its motorcycle models, which can cause misfiring, reduced
vehicle performance, and, in rare cases, an electric short circuit. In December
2021, Royal Enfield recalled 26,300 units of its Classic 350 due to potential brake
issues

1.4 NEED AND SIGNIFICANCE OF THE STUDY

 Increasing market share requires an understanding of customer and

their satisfaction with the product. The customer satisfaction
survey of Royal Enfield leads to the examination of the efficient
factors to excel in the market.
 The best way to establish revenue goals and sales quotas for
products, territories, or stores/branches is to base them on the true
customer satisfaction within the area with a realistic picture of
customer satisfaction, you can focus resources intelligently
maintaining a presence where you’re strong and investing heavily
where opportunity is greatest.

4
  These days it is very clear that the market is undergoing drastic
changes and all the companies are acting according to it because to
survive in the market this should be achieved by studying the
customer options and analyzing their future requirements.
 This study is going to help to analyze the customer and can take
necessary steps for the improvement of the services by the
company.

1.5 OBJECTIVES OF STUDY

 A Study on customer satisfaction towards Royal Enfield motorbikes

in Tiruchendur Municipality, Thoothukudi District.
 To study the profile of the customer.
 To study the consumer perception towards Royal Enfield bikes.
 To understand the attitude of the customers towards the Royal Enfield bikes.
 To study the brand awareness, brand images, and perception of
customers towards various brands.
 To study customers' expectations concerning Royal Enfield bikes.
 To offer suggestions and recommendations to the Royal Enfield
automobile company.

5
 \

1.6 RESEARCH METHODOLOGY

The research design is probability research design and descriptive research. The
important point for the validation of any research study is based on what type of
methodology is adopted.
The project report is based on the following data.
SOURCES OF DATA

Data are facts, figures, and other relevant materials, past and present, serving as basic
study and analysis.
The data serves as the basis for analysis. Without an analysis of actual data specific
inferences can be drawn on the question under study. Inferences based on
imagination or guesswork cannot provide correct answers to research questions.
The relevance, adequacy, and reliability of data determine of quality of the findings
of a study, for the present study data from two sources have been gathered namely
primary and secondary data.

PRIMARY DATA

Primary data are original data collected for a particular study. In the present study,
primary data have been collected by personal interview method with the help of a
questionnaire

6
SECONDARY DATA

These are the sources containing data, that have already been collected and
compiled for another purpose by other researchers. The secondary sources consist
of readily available materials and already compiled statistical statements and
reports whose data may be used by the researcher for his / her studies.
Secondary data for the present research collected from the major sources of
secondary data are given below.
 Newspaper & Article
 Business line
 Various website
 Different marketing journals

SAMPLING DESIGN
The research was designed to achieve the above-mentioned objectives and the
following tools were used to collect the required data.

SAMPLING METHOD

A sample is considered during research when the size of the population is very
large and a set is chosen to represent the whole population, this set is called a
sample and is representative of the population under study. There are two methods
of sampling i.e., probability and nonprobability sampling. To carry out this project
I have used the nonprobability sampling method.

7
SAMPLING FRAME

The sample frame represents the groups of respondents that were contacted
during the survey it also represents the profession of the respondents that were
connected for data.

SAMPLING TECHNIQUE

To carry out this project Convenience technique has been used.

TOOLS OF ANALYSIS

The researcher has used percentage analysis for analysis of collected data and
used tables & charts for presentation.

1.7 LIMITATION OF THE STUDY

 However we tried our best to collect the relevant information for our
research report, yet there are always some problems faced by the researcher.
The prime difficulties we faced in the collection of information are
discussed below:

 The period for carrying out the research was short as a result of which
many facts have been left unexplored.

 Lack of time and other resources as it was not possible to survey large level.

 Only 50 respondents have been chosen which is a small number, to

represent the whole of the population.

 The study was constrained only to Tiruchendur taluk. A more intensive

study would be necessary to arrive at an exact conclusion.

8
 CHAPTER II THEORETICAL BACKGROUND

INTRODUCTION

Royal Enfield is an Indian motorcycle company that has created a huge impact in the
automobile industry. Royal Enfield has been able to create an image in the market
such that by its name only every consumer creates an image of a luxurious, strong
motorcycle. Royal Enfield has been manufacturing classic automobiles like Bullet,
Electra, and Thunderbird series since 1909. Royal Enfield is also distinctive in its
logo with a cannon and a tagline of “Made like a gun”.This logo shows the
heritage of the Enfield Company. Vehicles manufactured under Royal Enfield are
prevalent for tough looks, incomparable dependability, and enormous power.
Royal Enfield was the name under which the Enfield Cycle Company made
motorcycles, bicycles, lawnmowers, and stationary engines. The legacy of
weapons manufacture is reflected in the logo, a cannon, and their motto “Made Like
A Gun, Goes Like A Bullet”. Use of the brand name Royal Enfield was licensed
by The Crown in 1890. The original Redditch, Worcestershire-based company
was sold to Norton-Villiers-Triumph (NVT) in 1968.
Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967.
The company’s last new bicycle was the „Revelation‟ small-wheeler, which was
released in 1965. Production of motorcycles ceased in 1970 and the company was
dissolved in 1971.

9
Royal Enfield is a motorcycle manufacturing company based in Chennai, India.
Originally, a confluence of the British Motorcycle company, Royal Enfield and
indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an
Indian automaker. Along with its flagship motorcycle Royal Enfield Bullet, the
enterprise is notable for its Mid-premium motorcycles with the characteristic
thumping engine sounds and high-capacity engines.
History
Royal Enfield motorcycles made in England were being sold in India from 1949.
In 1955, the Indian government looked for a suitable motorcycle for its police and
army, to patrol the country‟s border. The Bullet was chosen as the most suitable
bike for the job. The Indian government ordered 800 350 cc model Bullets. In
1955, The Redditch company partnered with Madras Motors in India to form
„Enfield India ‟to assemble, under license, the 350 cc Royal Enfield Bullet
motorcycle in Madras (now called Chennai). The first machines were assembled
entirely from components shipped from England. In 1957, the tooling was sold to
Enfield India so that they could manufacture components. By 1962, all
components were made in India. The Indian Enfield uses the 1960 engine (with
metric bearing sizes), in the pre-1956 design frame.
An independent manufacturer since the demise of Royal Enfield in England,
Enfield India still makes an essentially similar bike in 350 cc and 500 cc forms
today, along with several different models for different market segments. In 1986,
a British civil servant, Raja Narayan, returned to India and organized an export
arm for the company to market the Bullet in England. Starting with a Bullet350 in
1986, he was soon giving feedback that led to improvements. By 1989, the Enfield
Bullet appeared in UK motorcycle shows.
.
10
The Indian Connection

Royal Enfield motorcycles have been sold in India ever since 1949. In 1955, the
Indian government started looking for a suitable motorcycle for its police forces
and the army for patrolling duties on the country‟s border. The Bullet 350 was
chosen as the most suitable bike for the job. The Indian government ordered 800 of
these 350 cc motorcycles, an enormous order for that time. Thus In 1955, the
Redditch Company partnered with Madras Motors in India to form what was called
„Enfield India‟ to assemble these 350 cc Bullet motorcycles under license in
erstwhile Madras (Now called Chennai). As per their agreement, Madras Motors
owned the majority (over 50%) of shares in the company. In 1957 tooling
equipment was also sold to EnfieldIndia so that they could manufacture
components and start full-fledged production. The EnfieldBullet dominated the
Indian highways and with each passing year, its popularity kept rising.

GOAL
The goal of Royal Enfield, a renowned motorcycle manufacturer, is to design,
produce, and deliver high-quality motorcycles that resonate with riders seeking a
blend of classic design and modern performance. They aim to create a unique
riding experience and community among Royal Enfield enthusiasts.

VISION
Royal Enfield‟s vision is to be the global leader in the middleweight motorcycle
segment, delivering unique motorcycling experiences rooted in history and
heritage.

11
MISSION

Their mission is to be the most customer-centric brand, delivering innovative

products and experiences that inspire exploration and self-expression. They strive
to create a global community of motorcycling enthusiasts connected by a shared
passion for adventure and exploration.

12
 A STUDY ON CUSTOMER SATISFACTION TOWARDS ROYAL
ENFIELD MOTORBIKES IN TIRUCHENDUR

ANALYSIS OF DATA

In this chapter, the research team has analyzed the primary data collected from the
respondents by applying percentage and ranking tools.

AGE-WISE CLASSIFICATION
In this table, we are going to classify the respondents according to their age.
TABLE 3.1
Age Category Number of Percentage
respondents
20-30 29 58
31-40 12 24
41-50 9 18
51-60 0 0
Total 50 100
Source-Primary Data

From the table, we come to know that 58% of the respondents belong to the age
category of 20-30, 24% of the respondents belong to the age category of 31-40,
and 18% of the respondents belong to the age category of 41-50. So, from this, we
come to know that the majority of the respondents belong to the age category of
20-30.
DIAGRAM 3.1

AGE-WISE
CLASSIFICATION
INCOME
1 70%%
29% 54% Rs.10,000-
Rs.50,000

13
 OCCUPATION-WISE CLASSIFICATION

The Occupation classification of the respondents gives an outline of which

Category of customers highly prefer the Royal Enfield motorbikes.
TABLE 3.2
Occupation Number Of Percentage
Respondents
Studying 14 28
Employee 23 46
Self-employed 11 22
Others 2 4
TOTAL 50 100
Source-Primary Data

The table shows that out of the total respondents, 28% of the respondents were
students, 46% of the respondents were employees, 22% were self-employed, and
4% of respondents were doing other jobs like security, and landlords.
DIAGRAM 3.2

OCCUPATION

Studying Employee Self-employed

Others

14
 INCOME WISE CLASSIFICATION

Income-wise classification of the respondents gives a complete idea about

the customer's monthly income and which category of respondents prefers to
buy Royal Enfield motorbikes with their monthly income.
TABLE 3.3
INCOME [Link]. PERCENTAGE
RESPONDENTS
Rs.10,000-Rs.50,000 26 52
Rs.50,001- 14 28
Rs.1,00,000
Rs.1,00,001- 8 16
Rs.1,50,000
Above Rs.1,50,000 2 4
Total 50 100
Source: primary data

Table 3.2 depicts that out of the total respondents, 52% of the respondents earn
Rs.10,000-Rs.50,000 as their monthly income,28% of the respondents earn
Rs.50,000 – Rs.1,00,000 as their monthly income,16% of the respondents earn
Rs.100000-Rs.150000 as their monthly income and 4% of respondents earn
above Rs.1,50,000 as their monthly income.
Thus, the majority of the respondents who earn from Rs.10000 to Rs.50000 are
likely to give more attention to Royal Enfield motorbikes.
DIAGRAM 3.3

CHART TITLE

52
26 28
14 16
8 2 4
0 0

\
15
 BIKE MODEL-WISE CLASSIFICATION

The following table shows which model of Royal Enfield Motorbike is highly
preferred among the respondents.
TABLE 3.4

BIKE MODEL [Link]. PERCENTAGE

RESPONDENTS
Bullet 350 12 24
Classic 350 22 44
Himalayan 8 16
Others 8 16
Total 50 100
Source: Primary Data

Table 3.3 shows that out of the total respondents, 22% of the respondents prefer to
buy Bullet 350,44% of the respondents prefer to buy Classic 350, 16% of the
respondents prefer to buy Himalayan, and the remaining 16% of respondents
models like Meteor 350, GT 650, hunter 350, etc.,
So, from the above table, we know that the classic 350 model is preferred by the
majority of the customers.

DIAGRAM 3.4

MODEL-WISE CLASSIFICATION

Other
s Bullet
350
Himalaya
n

Classic
350

Bullet 350 Classic 350 Himalayan

Others
16
 MODE OF PAYMENT

The purchasing method of the bike is used to identify how the respondent
purchased their bikes.
TABLE 3.5
MODE OF PAYMENT No. Of Respondents Percentage
Full Cash 27 54
Installment 13 26
Through Bank Loan 5 10
Gifted by others 5 10
Total 50 100
Source – Primary Data

Table 3.4 reveals that out of the total respondents, 54% of the respondents
purchased their bike through Full cash, 26% of the respondents purchased their
bike through installment, 10% of the respondents purchased their bike through a
bank loan and 10% of the respondents get their bike as a gift.
So, from the above information, we came to know that the majority of the
respondents purchased their bikes in full cash.

DIAGRAM 3.5

MODE OF PAYMENT
54

27 26

13

0
MODE OF FULL CASH INSTALLMENT
PAYMENT

17
 USAGE OF TIME

This is used to find out how long the respondent used the Royal Enfield bike
TABLE 3.6
TIME DURATION [Link]. PERCENTAGE
RESPONDENTS
Below 1 year 15 30
1-2 years 19 38
2-3 years 10 20
Above 3 years 6 12
Total 50 100
Source-primary data

Table 3.4 reveals that out of the total respondents,38% of the respondents were
using the bike for 1 to 2 years,30% of the respondents used the bike for below 1
year, 20% of the respondents were using the bike 2 to 3 years and remaining
respondents were using the bike above 3 years.

DIAGRAM 3.6

TIME DURATION
[Link]. RESPONDENTS PERCENTAGE

4
0
3
5
3
0
2
5
2
0
1
0 0. 1 1. 2 2. 3 3. 4 4.
5 5 5 5 5

18
 OUTLET WISE CLASSIFICATION
There are different types of outlets for purchasing the bike.
TABLE 3.7
OUTLETS [Link]. PERCENTAGE
RESPONDENTS
Bike showroom 28 56
Used bikes outlet 10 20
From the owner 9 18
Others 3 6
Total 50 100
Source-Primary Data

From the above table out of the total respondents,56% of the respondents
purchased their bike from the bike showroom, 20% of the respondents chose a
used bikes outlet to purchase their bike,18% of the respondents directly purchased
the bike from the owner and remaining 6% of the respondents used other methods
to own a Royal Enfield bike
So, from the above, we came to know that most of the respondents chose a bike
showroom to purchase their bikes.
DIAGRAM 3.7

19
 FACTOR OF INFLUENCING

The factor that influences the respondents to buy Royal Enfield.

TABLE 3.8
Factors Number of Percentage
Respondents
Brand Image 36 72
Durability 8 16
Fuel efficiency 3 6
Low maintenance 3 6
Total 50 100
Source-Primary Data

From the above table out of the total respondents,72% of the respondents were
influenced by brand image, 16% of the respondents were influenced by the
durability of the bike, 6% of the respondents were influenced by fuel efficiency,
6% of the respondents influenced by the low maintenance of the bike. So majority
of them were influenced by brand image.

DIAGRAM 3.8

FACTORS INFLUENCING

8
0
6
0
40 Percentage
20 Number of

Number of Percentag
Respondents e
20
 EXPECTED MILEAGE
This table shows whether the bike gives the expected mileage.
TABLE 3.9
Option Number of Percentage
Respondents
Yes 27 54
NO 23 46
Total 50 100
Source-Primary Data

From the table out of 50 respondents, 54% of the respondents were happy with
their bike mileage and the remaining 46% were not happy with their bike mileage.
So, we came to know that the majority of the respondents were happy with their
bike mileage.

DIAGRAM 3.9

EXPECTED MILEAGE
120

10
0

80

60

40

20

Number of Percentag
Respondents e
Yes NO

21
 ACTUAL MILEAGE
In this table, we are going to see the mileage given by the respondent's
bike
Table3.10
Mileage [In Km] Number of Percentage
Respondents
20-25 11 22
25-30 16 32
30-35 12 24
35-40 11 22
Total 50 100
Source-Primary Data

The table shows that 32% of the respondents get mileage of 25-30km,24% of the
respondents get mileage of 30-35 km, 22% of the respondents get mileage of 20-
25km and the remaining 22% of the respondents get mileage by 35-40km.
So, from this, we know that the majority of the Royal Enfield bikes give a
mileage of 25-30 km.

DIAGRAM 3.10

ACTUAL MILEAGE
3
5

3
0

2
5

2
0

1
5
0 0. 1 1. 2 2. 3 3. 4 4.
5 5 5 5 5
Number of Percentag
Respondents e

22
 NUMBER OF RIDES IN A DAY

From this table, we know the bike rides of the respondents in a day.
TABLE 3.11
Number of Rides in Number. OF. PERCENTAGE
a Respondents
Day
Once in a day 05 10
Twice in a day 18 36
More than twice a day 20 40
Ride often 7 14
Total 50 100
Source-Primary Data

The above table shows that out of 50 respondents, 40% of the respondents were
using their bike more than twice a day, 36% of the respondents were using their
twice a day, 14% of the respondents were riding often in their bike, and the
remaining 10% of the respondents were using their bike only once in a day.

DIAGRAM 3.11

NUMBER OF RIDES IN A DAY

25 45
40
20 35
30
15 25
20
10
15
5 10
5
0 0
Once in a day Twice in a day More than Ride often
twice a
day
23
Number. OF. Respondents PERCENTAGE
 DISTANCE COVER BY THE RESPONDENT IN A DAY

In this table, we are going to know how much distance our respondents covered
daily.
Table 3.12
Distance [In Km] Number of Percentage
Respondents
10-20 km 09 18
21-30 km 14 28
31-40 km 16 32
41-50 km 11 22
Total 50 100
Source-Primary Data
From the above table, 32% of the respondents were riding 30-40 km daily, 28% of
the respondents were riding 20-30 km daily, 22% of the respondents riding 40-50
km daily, and the remaining 18% of the respondents riding 10-20 km daily.
So, the majority of the respondents were riding the Royal Enfield motorbikes
by 30-40 km daily.

DIAGRAM 3.12

DISTANCE COVER IN A
41-
50

31-
40

21-
30

0 5 1 1 2 2 3 3
0 5 0 5 0 5
Percentag Number
e of

24
 PROBLEMS FACED BY THE RESPONDENTS
In this table, we are going to know about the problems faced
by the respondents after buying Royal Enfield motorbikes.
TABLE 3.13
Problems Number of Respondents Percentage
No Problem 17 34
Low Mileage 13 26
High maintenance 13 26
Poor after-sales service 7 14
Total 50 100
Source-Primary Data
From the table out of the 50 respondents, 34% of the respondents did not face any
problems after buying the motorbike, 26% of the respondents faced low mileage
problems, 26% of the respondents faced high maintenance, and the remaining 14
people faced after-sale service.
So, the majority of the respondents did not face any problems after buying the
Royal Enfield motorbike.

DIAGRAM 3.13

PROBLEMS FACED BY
RESPONDENTS

No Problem Low Mileage High maintenance Poor after-sales

service

25
 AFTER-SALES SERVICE
In this table, we are going to see the after-sale service of Royal Enfield
showroom.
TABLE 3.14
Options Number Of Respondents Percentage
Excellent 9 18
Good 20 40
Fair 14 28
Poor 7 14
Total 50 100
Source-Primary Data
From the above table, 40% of the respondents feel that after-sales service is good,
28% of the respondents feel that after-sales service is fair,18% of the respondents
feel that after-sales service is excellent, and 14% of the respondents feel that after-
sales service is poor. So, the majority of the respondents feel that after-sales
service is good.

AFTER SALES SERVICE

4
5 40

4
0
28
3
5

3 1 AFTER SALES SERVICE

0 8 14
2
5

2
0

1
EXCELLENT GOOD FAIR POOR

26
 PERFORMANCE OF THE BIKE
In this table, we come to know about the performance ratings
of the bikes of the respondents.
TABLE 3.15
Level of Satisfaction Number of Respondents Percentage
Highly Satisfied 35 70
Satisfied 13 26
Neutral 1 2
Not Satisfied 1 2
Total 50 100

Source-Primary Data

From the above table, we come to know that 70% of the respondents were
highly satisfied with their bike performance, 26% were satisfied, 2% were neutral
and 2% were not satisfied with their bike’s performance.
So, the majority of the respondents were highly satisfied with the performance of
the bike.

PERFORMANCE OF THE BIKE

8
0 7
0
7
6
0

5
0
PERFORMANCE OF THE
4 2 BIKE
6
2
0

1 2 2
0
HIGHLY SATISFIED NEUTRAL NOT
SATISFIED SATISFIED

27
 DURABILITY OF THE BIKE
In this table, we are going to see the satisfaction level of the
respondents about their bike durability.
TABLE 3.16

NUMBER OF PERCENTAGE
LEVEL OF
SATISFACTION RESPONDENTS
HIGHLY 17 34
SATISFIED
SATISFIED 27 54
NEUTRAL 4 8
NOT SATISFIED 2 4
Total 50 100
Source: Primary Data

From this table come to know that the majority 54% of the respondents were
satisfied with the durability of the bike, 34% of the respondents were highly
satisfied with the durability of the bike, 8% were neutral and the remaining 4 %
were not satisfied.
So, Majority of the respondents were satisfied with the durability of the bike.

DIAGRAM 3.16

28
 COMFORT OF THE BIKE
In this table, we are going to see the satisfaction level of the
respondents towards the comfort of the bike.
TABLE 3.17
Level of Satisfaction Number of Percentage
Respondents
Highly Satisfied 20 40
Satisfied 18 36
Neutral 4 8
Not satisfied 8 16
Total 50 100
Source-Primary Data
From this table, we know that 40% of the respondents are highly satisfied with the
comfort of the bike, 36% of the respondents are satisfied with the comfort of the
bike, 16% of the respondents were not satisfied with the comfort of the bike and
the remaining 8% of the respondents were neutral.
So, the majority of the respondents were highly satisfied with their bike comfort.

COMFORT OF THE BIKE

4
5 4
0 3
4 6
0
3
5
3
0 1 COMFORT OF THE
6 BIKE
2
5 8

2
0

HIGHLY SATISFIED NEUTRAL NOT

SATISFIED SATISFIED

29
 STABILITY OF THE BIKE
In this table, we are going to see the satisfaction level of the
respondents towards the stability of roads.
TABLE 3.18
Level of satisfaction Number of Percentage
Respondents
Highly Satisfied 26 52
Satisfied 24 48
Neutral 0 0
Not Satisfied 0 0
Total 50 100
Source-Primary Data
From the table, we come to know that 52% of the respondents are highly satisfied
with the stability of the bike and the remaining 48% of the respondents are
satisfied with the stability of the bike.
So, the majority of the respondents were satisfied with the stability of the bike.

STABILITY OF THE
6 BIKE
0 5
2 48
5
0
4
0

3
STABILITY OF THE
2 BIKE
0

1
0 0
0
HIGHLY SATISFIED NEUTRAL NOT
SATISFIED SATISFIED

30
 RECOMMENDATION TO THE MANUFACTURER
In this table, we learn about the recommendations given by
the respondents to the manufacturer for the development
of the Royal Enfield motorbike.
TABLE 3.19
Recommendations Number of Percentage
Respondents
Decrease in price 17 34
Improve mileage 14 28
Improve service quality 12 24
Improve design 7 14
Total 50 100
Source-Primary Data
From the table, we came to know that 34% of the respondents recommend to
decrease in the price,28% of the respondents recommend improving mileage,24%
of the respondents recommend improving service quality, and 14% of the
respondents to improving design. So, the majority of the respondents wanted to
decrease in price.

DIAGRAM 3.19

RECMMENDATION TO
THE
4
0 3 MANUFACTURER
4
3 2
5 8 2
4
3
0 1
RECMMENDATION TO
4
2 THE MANUFACTURER
5
2
0 DECREASE IMPROVE IMPROVE IMPROVE
IN PRICE MILEAGE SERVICE DESIGN
QUALITY

31
 SATISFACTION
In this table, we will know the satisfaction of the bike.
TABLE 3.20
Options Number OF Percentage
Respondents
Yes 35 70
No 15 30
Total 50 100
Source-Primary Data
From the above table, we know that 70% of the respondents were satisfied with
their bikes, and 30% of the respondents were not satisfied with their bikes.
So, the majority of the respondents were happy with their Royal Enfield
motorbike.

DIAGRAM 3.20

SATISFACTION
8
0 7
7 0
0

6
0

5
3 SATISFACTION
3 0
0

2
0

1
YES NO

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 RECOMMENDATION TO OTHERS
In this table, we will know whether the respondent will
recommend the motorbike to others.
TABLE 3.21
Options Number. Percentage
OF.
Respondents
Yes 38 76
No 12 24
Total 50 100
Source-Primary Data
From the above, we came to know that 76% of the respondents will recommend
their bike to others, and 24% of the respondents will not recommend their bike to
others.
So, we know that the majority of the respondents will recommend their bike to
others.

RECOMMENDTON TO OTHERS
8
0
7
0

6
0 RECOMMENDTON
2 TO OTHERS
5 4
0
1
0
YES NO

33
FINDINGS:
 The majority of the respondents were employees so, employees like to buy
the Royal Enfield motorbike.
 As per the study most of the respondents who earn Rs.10000-Rs.50000 as
salary prefer to buy Royal Enfield Motorbikes.
 Most of the respondents prefer to buy the CLASSIC 350 model bike among
all other models
 The majority of the respondents were using the bike in the period of 1-2
years.
 The majority of the respondents mostly prefer to buy new bikes in the
showroom.
 The majority of the respondents were influenced to buy the bike for its brand
image.
 The majority of the respondents do not feel any problem with their bike.
 The majority of the respondents feel good about the after-sales service.
 The majority of the respondents expect to reduce the price.
 The majority of the respondents were highly satisfied with the performance
of their bikes.
 Most of the respondents feel very comfortable with their bikes.
 28% of the respondents want to improve the mileage of the bike.
 24% of the employees want to improve the service quality for the bike.

34
Suggestions:

 The price of Royal Enfield is very high when compared

to the competition.
 The company is well established and can provide some gifts and discounts to
the customers.
 The dealer is also required to provide a discount on cash purchases.
 The company also tries to give certain offers to the dealer to improve his
efficiency in
 selling the Royal Enfield products which other companies also give to their
dealer.
 As television is the common medium for advertising
frequent advertisements must be shown
 in local city cable.
 The dealer has arranged the neon bulbs for advertising in the
showroom in the same way.

 The company should provide a warranty for some parts

like clutch plates.
 The dealer's promotional strategy should provide test rides in
colleges and after some special gifts like diaries pens, bags, etc.

35
Conclusion:

A variety of two-wheelers have entered into the two-wheeler market.

This has increased the competition Because of competition Sales of two-
wheelers might have decreased. Therefore, the Enfield Company has to
keep in mind the latest competition prevailing in the market while fixing
the price of its two-wheelers, particularly the Royal Enfield Bike.
Because Royal Enfield Company believes in excellence in technology it
has achieved more than one million customer satisfaction within part of
the years from its launch No other Indian two-wheeler company has
achieved its progress within a short period. As per the market research
carried out by Enfield Company it is found them it is the number one
company in the wheeler segment. By considering all the findings of
hope that the company &dealer will sing a sweet song of profits in future
years.

36
BIBLOGRAPHY:

 [Link]
 [Link]
 [Link]
 [Link]

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