Chapter 1
INTRODUCTION
1.1 INTRODUCTION
It is being hard to please the present day customers. The market conscious
society turned smarter and more priced conscious and in turn more
demanding and less forgiving, they checkout the competitors with similar or
at times even better offers, so the chatting is not to produce for customers
any firm could do it. The real challenge to produce delighted customers and
more importantly loyal customers.
Customers are the king and without satisfying their needs none can exist in
the corporate competitive world. Customer perception is a marketing
concept that encompasses a customer’s impression awareness and or
consciousness about a company on its offering customer perception is
typically affected by advertising, reviews, public relation, social media,
personal experience and other channels.
Royal Enfield
Royal Enfield Itd is the largest exporter of two wheelers with Eicher motors at
Red ditch industries; royal Enfield manufactures state of the art range of two
wheelers the brand, classic 350 cc is continually dominating the Indian
motorcycle in the premium segment. Its thunderbird also a successful hike
on Indian roads.
1.2 OBJECTIVE OF THE STUDY
The study about the customer satisfaction of Royal Enfield
To know about the demographic factors affecting the customer satisfaction of
Royal Enfield
To identify the factors influencing in selection of Royal Enfield
To analyse the problem of Royal Enfield
To analyse the level of performance for new and old model of Royal Enfield
To gets an idea about the level of competition faced by Royal Enfield
To identify the customer expectation from Royal Enfield
1.3 SCOPE OF THE STUDY
The study will help us to understand customer preference and it include
customer response and awareness towards the brand, products and services
of Royal Enfield the study conducted only among selected customers in
Weaned district hence it has no wider applications
1.4 LIMITATION OF THE STUDY
Limited times are available in the study
Limited sample size
The study has all the limitation at convenient sampling technique
Lack of response from respondents
Chapter 2
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
According to Clifford woody “research comprise defining and redefining
problems, formulating hypothesis or suggested solution collecting organizing
and evaluating data, making deductions and reaching conclusions and at
least carefully testing the conclusion to determine whether they fit in
formulating hypothesis “.
Research methodology is a way to systematically solve research problem.
RESEARCH DESIGN
The study is designed as descriptive and empirical one it is descriptive as it
state the affairs as the society and it is empirical as it collect first hand
information with the help of a structured questionnaire.
SOURCE OF DATA
Both primary and secondary data are used in this study.
Primary data
These are original source from which the researcher directly collects data. In
this study primary data was collected by using a structured questionnaire
Secondary data
This will give the theoretical basis required for the report presentation which
can be available from various source such as internet and books.
TOOLS FOR DATA COLLECTION
A well structured questionnaire is used for collecting data..
SAMPLING TECHNIQUE
Sampling technique consist of convenient sampling it is not based on any
rule.
SAMPLING SIZE
A total of 50 samples are taken tool for the study.
CHAPTER 3
COMPANY AND INDUSTRY PROFILE AND THEORETICAL BACKGROUND
CUSTOMER SATISFACTION
Customer satisfaction is a term frequently used in marketing. It is a measure
of how products and services supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined as “the number of
customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.” The Marketing Accountability_Standards_Board_(MASB)
endorses the definitions, purposes, and constructs of classes of measures
that appear in Marketing Metrics as part of its ongoing Common Language in
Marketing Project. In a survey of nearly 200 senior marketing managers, 71
percent responded that they found a customer satisfaction metric very useful
in managing and monitoring their businesses.
MEASURING CUSTOMER SATISFACTION
Organizations are increasingly interested in retaining existing customers
while targeting non-customers; measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or
services to the market place.
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to persons
and product service to product service.
The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return
and recommend rate. The level of satisfaction can also vary depending on
other options the customer may have and other products against which the
customer can compare the organization’s products.
Customer satisfaction in 7 steps
1. Encourage Face-to-Face Dealings This is the most daunting and
downright scary part of interacting with customer. If you’re not used to
this sort of thing it can be a pretty nerve-wracking experience. Rest
assured, though, it does get easier over time. It’s important to meet
your customers face to face at least once or even twice during the
course of a project.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days
for a response to an email or phone call. It might not always be practical to
deal with all customers’ queries within the space of a few hours, but at least
email or call them back and let them know you’ve received their message
and you’ll contact them about it as soon as possible. Even if you’re not able
to solve a problem right away, let the customer know you’re working on it
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the
phone. This is very true. It’s very important to be friendly, courteous and to
make your clients feel like you’re their friend and you’re there to help them
out. There will be times when you want to beat your clients over the head
repeatedly with a blunt object – it happens to all of us. It’s vital that you keep
a clear head, respond to your clients’ wishes as best you can, and at all
times remain polite and courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you’re just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort
in the long run. Ifa customer has a problem, what should they do? If the first
option doesn’t work then what? Should they contact different people for
billing and technical enquiries? If they’re not satisfied with any aspect of your
customer service, who should they tell? There’s nothing more annoying for a
client than being passed from person to person, or not knowing who to turn
to. So make sure your customer service policy is present on your site and
anywhere else it may be useful.
5. Attention to Detail
Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalized sign-up confirmation
email for a service that you could tell was typed from scratch? These little
niceties can be time consuming and aren’t always cost effective, but
remember to do them. Even if it’s as small as sending a Happy Holidays
email to all your customers, it’s something. It shows you care; it shows there
are real people on the other end of that screen or telephone; and most
importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme
level of understanding with your clients will do wonders for your working
relationship.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple
message: when you promise something, deliver. Clients don't like to be
disappointed. Sometimes, something may not get done, or you might miss
deadline through no fault of your own. Projects can be late, technology can
fail and sub-contractors don't always deliver on time. In this case a quick
apology and assurance it'll be ready ASAP wouldn't go a miss.
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 Red ditch. The firm was specialized in sewing needles and machine
parts. In the first flush of enterprise, flitting from one opportunity to
another, they chanced upon the pedal-cycle trade. Little did they know
then that it was the beginning of the making of a legend. Soon, George
Townsend & Co. was manufacturing its own brand of bicycles. And in
1893 its products began to sport the name “Enfield’ under the entity
Enfield Manufacturing Company Limited with the trademark “Made like
a Gun’. The marquee was born
INDUSTRY - Motorcycles, Lawnmowers
SUCCESSOR - Royal Enfield Motors (formerly Enfield of India)
FOUNDED-1893, as Enfield Manufacturing Co. Ltd.
DEFUNCT-1971
HEADQUARTERS- Redditch, Worcestershire, England
KEY PEOPLE-Founders Albert Eadie and Robert Walker Smith
PRODUCTS – Royal Enfield Clipper, Crusader, Bullet, Interceptor.
PROFILE OF THE ORGANIZATION
Royal Enfield is the maker 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 Army350cc bikes
were imported in kits from the UK and assembled in Chennai. After a few
years, on the insistence of Pandit Jawaharlal Nehru, the company started
producing the bikes in India and added the 500cc Bullet to its line. Within no
time, Bullet became popular in India. Bullet became known for sheer power,
matchless stability, and rugged looks. It looked tailor-made for Indian roads.
Motorcyclists in the Country dreamt to drive it. It was particularly a favorite
of the Army and Police personnel. In 1990, Royal Enfield ventured into
collaboration with the Eicher Group, a leading automotive group in India, in
1990, and merged with it in 1994. Apart from bikes, Eicher Group is involved
in the production and sales of Tractors, Commercial Vehicles, and Automotive
Gears. Royal Enfield made continuously incorporating new technology and
systems in its bikes. In 1996, when the government of India imposed
stringent norms for emission, Royal Enfield was the first motorcycle
manufacturer to comply. It was among the few companies in India to obtain
the WVTA (Whole Vehicle Type Approval) for meeting the 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
moxlel.
ORGANISATION STRUCTURE
CHAPTER 4
DATA ANALYSIS AND
INTERPRETATUON