Market survey reveals factors influencing Royal Enfield buyers

Market survey on the pre-purchase buyer behavior &
Brand awareness of Royal Enfield “Thunder Bird” bike2010-11
1.1 INTRODUCTION OF THE STUDY:
The first Engine powered vehicle was produced by the inventers was
produced by the inventers in 17th and 18th centuries. The entry of 100 cc two
wheeler in the Indian market took place during the year 84-85. It took the auto
industry by storm and has come a long way. Since then it was a dream come true for
the middle class as non they could afford and own their own vehicles and they also
gain better mileage than the already existing two wheelers. The two wheelers
industry enjoys at present an unprecedented boom. The current place in the
country being fairly high represents a quantum leap in technology & production.
Around 2.5 million motorized two wheelers are being turned out annually. In
addition the industry proved of a production potential of nearly 4 million units a
year.
The people who could not afford more expensive vehicles also took these two
wheelers as a status symbol. These two wheelers were also easily affordable &
maintenance was also not very high.
It was a bike for the middle class and also for the students & the younger
people as it gained their image a boost.
The Oxford college of Business Management. Page 1

1.2HISTORY
In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture
bicycles. By 1899, Enfield were producing quadricycles with De Dion engines and
experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to
the front downtube. In 1912, the Royal Enfield Model 180 sidecar combination was
introduced with a 770 cc V-twin JAP engine which was raced successfully in the Isle
of Man TT and at Brooklands
In 1911, prior to the outbreak of the First World War in 1914, Enfield added the
word "Royal" to its name. They supplied large numbers of motorcycles to the British
War Department and also won a motorcycle contract for the Imperial Russian
Government. Enfield used its own 225 cc two-stroke single and 425 cc V-
twin engines. They also produced an 8 hp motorcycle sidecar model fitted with
a Vickers machine gun.
In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfield
four-stroke 350 cc single using a JAP engine. In 1928, Royal Enfield began using the
bulbous 'saddle' tanks and centre-spring girder front forks, one of the first
companies to do so. Even though it was trading at a loss in the depression years of
the 1930s, the company was able to rely on reserves to keep going. In 1931, Albert
Eddie, one of the founders of the company, died and his partner R.W. Smith died
soon afterwards in 1933.[2]
During World War II, The Enfield Cycle Company was called upon by the British
authorities to develop and manufacture military motorcycles. The models produced
for the military were the WD/C 350 cc sidevalve, WD/CO 350 cc OHV, WD/D 250 cc
SV, WD/G 350 cc OHV and WD/L 570 cc SV. One of the most well-known Enfields
was the Royal Enfield WD/RE, known as the Flying Flea, a lightweight 125 cc
motorcycle designed to be dropped by parachute with airborne troops.
In order to establish a facility not vulnerable to the wartime bombing of the
Midlands, an underground factory was set up, starting in 1942, in a disused "Bath
Stone" quarry at Westwood, near Bradford-on-Avon, Wiltshire. Many staff were

transferred from Redditch and an estate of "prefabs" was built in Westwood to

house them.
As well motorcycle manufacture, it built other equipment for the war effort such as
mechanical "predictors" for anti-aircraft gunnery: the manufacture of such high
precision equipment was helped by the constant temperature underground.
After the war the factory continued, concentrating on engine manufacture and high
precision machining. After production of Royal Enfield motorcycles ceased, the
precision engineering activities continued until the final demise of the company.
Postwar Model G and Model J and ex-military C and CO (1946–1954)

Postwar, Royal Enfield resumed production of the single cylinder ohv 350cc model G
and 500cc Model J, with rigid rear frame and telescopic front forks. These were ride-
to-work basic models, in a world hungry for transport. A large number of factory
reconditioned ex-military sv Model C and ohv Model CO singles were also offered
for sale, as they were sold off as surplus by various military services.
Springframe Bullets 350cc 1949-1970
In 1948, a groundbreaking development in the form of rear suspension springing
was developed, initially for competition model "trials" models (modern enduro type
machines), but this was soon offered on the roadgoing Model Bullet 350cc, a single
cylinder ohv. This was a very popular seller, offering a comfortable ride. A 500cc
version appeared shortly after. A later 1950s version of the Bullet manufacturing
rights and jigs, dies and tools was sold to India for manufacture there, and where
developed versions continue to this day
500 Twins, Meteors, Super Meteors and Constellations 1949-1963
In 1949, Royal Enfields version of the now popular selling parallel twins appeared.
This 500cc version was the forerunner of a range of Royal Enfield Meteors, 600cc
Super Meteors and 700cc Constellations. Offering good performance at modest
cost, these sold widely, if somewhat quietly in reputation. The 700cc Royal Enfield
Constellation Twin has been described as the first superbike.

in the late 1950s and early 1960s, Royal Enfield produced a number of 250 cc
machines. The biggest-selling of these was the Royal Enfield Crusader, a 248 cc
pushrod OHV single producing 18 bhp (13 kW). In 1965, a 21 bhp (16 kW) variant
called the GT Continental, with GRP tank, five-speed gearbox (which was also an
option on the Crusader), clip-on handlebars and rearset footrests, was launched. It
sold well with its "cafe racer" looks. Other variants were the 250 "Turbo Twin",
fitted with the Villiers 247 twin two-stroke engine. An oddity was the 250 Super 5,
mainly notable for its use of leading -link front suspension (all the other 250 models
had conventional telescopic forks).
first Superbike During the onslaught of the better engineered Japanese motorcycle
manufacturers in the late sixties and early seventies, the English factories made a
final attempt with the 1962–1968 series I and Series II. Made largely for the US
market, it sported lots of chrome and strong performance, completing the quarter
mile in less than 13 seconds at speeds well above 175 km/h (105 mph). t became
very popular in the US, but the classic mistake of not being able to supply this
demand added to the demise of this last English-made Royal Enfield.
The Redditch factory ceased production in 1967 and the Bradford-on-Avon factory
closed in 1970, which meant the end of the British Royal Enfield. After the factory
closed a little over two hundred Series II Interceptor engines were stranded at the
dock in 1970. These engines had been on their way to Floyd Clymer in the US, who
unfortunately had just died. His export agents, Mitchell's of Birmingham, were left
to dispose of them. They approached the Rickman brothers for a frame. The main
problem of the Rickman brothers had always been engine supplies, so a limited run
of Rickman Interceptors were promptly built.
As far as the motorcycle brand goes, though, it would appear that Royal Enfield is
the only motorcycle brand to span three centuries, and still going, with continuous
production. A few of the original Redditch factory buildings remain (2009) and are
part of the Enfield Industrial Estate.
Enfield Indians

From 1955 to 1959, Royal Enfields were painted red, and marketed in the USA as
Indian Motorcycles by the Brockhouse Corporation, who had control of the Indian
Sales Corporation (and therefore Indian Motorcycles) and had stopped
manufacturing all American Indians in the Springfield factory in 1953. But Americans
were not impressed by the badge engineeringand the marketing agreement ended
in 1960, and from 1961, Royal Enfields were available in the US
Enfield India (1949–present)
Royal Enfield motorcycles had been sold in India from 1949. In 1955, the Indian
government looked for a suitable motorcycle for its police and army, for use
patrolling the country's border. The Bullet was chosen as the most suitable bike for
the job. The Indian government ordered 800 350 cc model Bullets, an enormous
order for the time.[12] In 1955, the Redditch company partnered Madras Motors in
India in forming 'Enfield India' to assemble, under licence, the 350 cc Royal
Enfield Bullet motorcycle in Madras (now called Chennai). Under Indian law, Madras
Motors owned the majority (over 50%) of shares in the company. In 1957 tooling
equipment was sold to Enfield India so that they could manufacture components.
Royal Enfield India is still manufacturing in India and is being sold in India and is also
being exported to Europe as well as America and Australia. Recently Royal Enfield
has undergone a major retooling specially in the engine department with
introduction of twin spark unit construction engine on all its models with EFI
available on their flagship 500cc model. This retooling has sparked such an interest
in these bikes that they have started double shifts at the plants. These bikes, which
in spite of their modern engines look as much a classic as their 1950 counterparts,
are on a 6 month wait-list.

1.3Industrial background of the study
Origin
India commenced development of its automobile industry as early as 1950’s as
passenger cards and commercial vehicles industries took shape through 60s & 70s.
The emphasis was on the public transport vehicles as also on 1950. India share a
world automotive output as increased from 0.1% to 0.4% only.
The year 1982, a marked and important watershed in the history of Indian
automotive industry. The advent of Maruti car opened the floodgate of
contemporary Japanese technology to the Indian government labializations of
industrial policy set in motion a near total transformation of an industry through
modernization and ethnological up gradation.
Growth and development

The two wheeler industry has undergone a metamorphic change in 90s and few
would have anticipated that the deferent types of two wheelers would be increase
in popularity with both sexes opting to own personal transport. In the early stages
sale of scooters, motorcycles and moped where effect mainly in urban areas.
Laterally, rural areas too greater preferences is being accorded as cycles are leaving
place to powered driver two wheelers such as scooters, motorcycles, and moped.

While the growth in this years has been spectacular the output may berising
even more impressively henceforth as a dearer patrolling products have been
compelling the use of two wheelers because of the economics that can achieved in
fuel consumption.
The growth in 80s was due mainly to changing taste and improving
thestandards of living. After initial smart growth as stag net face was notice with
cessionary trends I early 90s but the progress in 93-97 has been significant with total
output rising by 69.64% to 29.79 lakhs from 17.63 lakhs unit in 1993-94. The
increase in sales was pronouns in 1994-95 and 95-96 but there has been
deceleration in growth in 96-97 with the total rising by only 11.48% against 20.32%
and 25.73% in two previous years.
With an enlarging base there is necessarily be a slowdown in growth rate, but

even in absolute terms sales where higher by only 3.05 lakhs in 96-97 against 4.49
lakhs units and 4.45 lakhs unit respectively in two previous years. The drop in
incremental of take in 96-97 was on account on slump in demand from scooters
which rose by 86350 units against 1.89 lakhs units 200000 lakhs units in previous
years.
Even greater preference for motorcycle and larger incremental sales of 1.69
lakhs units against 1.57 lakhs units 1.83 lakhs units a new draw of total additional
sales by 1.40 lakhs units could not avoided as there was also a slackening demand
for mopeds the sales grew by only 49704 units has compared to 1.01 lakhs and
62472 units. The significance of these trends is not clear as a change in preference a
strongly in-favor of motorcycles.

But the aggregate sales of two wheelers have risen by 7.94%, 19.40% and 13.54%
respectively in the 3 years under the reference.
The hike in petroleum product has been discouraging factor there was probably
saturation in demand for scooters and motorcycles particularly in some areas, but
the progress should be impressive in the coming years as stated earlier with a
revival in economic activity and better appreciation of the possible fuel economics.
The trends in production and sales indicate that motorcycles are being preferred
for to greater extend than other vehicles.
The proportions of motorcycles on the other hand have been rising at a faster rate.
If this continues in evidence in coming year, larger capacity may have to be created
for turning of motorcycles.

1.4 Theoretical background of the study

Modern marketing system evolved after First World War (1914-1918). There
was the problem of surplus and overproduction as an aftermath of the war. Growth
of organization was considered necessary to meet the growing demands of the
people. There was a shift in emphasis from commodity to institution to deal with
trade situation. Marketing was considered as business activity. With the main
motive of profit, the world depression brought business failures. Recovery measures
to boost trade and commerce were introduced by the countries. The fast raising
events and subsequent growth in the economic development of the countries and
change in the philosophy of marketing concept brought about changes in the
production and distribution of goods.
The latter half of 20th century changes in the attitudes among producers and
in success. Marketing is not considered a business but also a special phenomenon
under the social concept of marketing the manufacturers and top business
executives practice the philosophy of customer satisfaction and social good. it could
be said that top executives spend less time on profit maximization, but more time to
create repeat sales with an impression to create wider market for their
commodities.
Marketing has been a vital function; significant to the fulfillment of the

business objectives and consumer oriented techniques are adopted to suit the socio
economic need of the country. Marketing function which first focused attention on
commodities later on institutions to carry out marketing process has now turned to
the consumer and his social needs marketing is applied to even social services. The
modern approach to marketing is management oriented representing
professionalization in exchange relationship.

Buyer behavior
Buyer behavior is a comparatively new field of study .it is attempting to understand
and predict human action in the buying role. It has assumed growing importance
under market –oriented or customer –oriented marketing planning’s and
management
Buyer behavior is defined as all psychological, social and physical behavior of

potential customer as they become aware of, evaluate, purchase, consume and tell
other about product and service. Each element of this definition is important
1) Buyer behavior is involved both individual (pshylogical) process and group (social)
process,
2) Buyer behavior is reflected from awareness right through post purchase
3) Buyer behavior includes communication, purchasing and consuming behavior
4) Consumer behavior is basically social in nature, hence, social environment play an

important role in shaping buyer behavior, and
5) Buyer behavior includes both consumer and industrial behavior
Pre purchase
Pre purchase behavior there are three steps:
1) Awareness
2) Interest
3) Desire

1.5Brand Awareness
Brand awareness is a marketing concept that measures consumers' knowledge of a
brand's existence. At the aggregate (brand) level, it refers to the proportion of
consumers who know of the brand
Measurement driven conceptualization
Brand awareness means the extent to which a brand associated with a particular
product is documented by potential and existing customers either positively or
negatively. Creation of brand awareness is the primary goal of advertising at the
beginning of any product's life cycle in target markets. In fact, brand awareness has
influence on buying behaviour of a buyer. All of these calculations are, at best,
approximations. A more complete understanding of the brand can occur if multiple
measures are used.
A brand equity is the positive effect of the brand on the difference between the
prices that the consumer accepts to pay when the brand known compared to the
value of the benefit received.
There are two schools of thought regarding the existence of negative brand equity.
One perspective states brand equity cannot be negative, hypothesizing only positive
brand equity is created by marketing activities such as advertising, PR, and
promotion. A second perspective is that negative equity can exist, due to
catastrophic events to the brand, such as a wide product recall or continued
negative press attention (Blackwater or Halliburton, for example).
Colloquially, the term "negative brand equity" may be used to describe a product or
service where a brand has a negligible effect on a product level when compared to a
no-name or private label product. The brand-related negative intangible assets are
called “brand liability”, compared with “brand equity” [11].
Family branding vs. individual branding strategies
The greater a companies brand equity, the greater the probability that the company
will use a family branding strategy rather than an individual branding strategy. This
is because family branding allows them to leverage the equity accumulated in the

core brand. Aspects of brand equity includes: brand loyalty, awareness, association,
and perception of quality.
Brand awareness can be measured by showing a consumer the brand and asking
whether or not they knew of it beforehand. However, in common market
research practice a variety of recognition and recall measures of brand awareness
are employed all of which test the brand name's association to a product category
cue, this came about because most market research in the 20th Century was
conducted by post or telephone, actually showing the brand to consumers usually
required more expensive face-to-face interviews (until web-based interviews
became possible). This has led many textbooks to conceptualise brand awareness
simply as its measures, that is, knowledge that the brand is a member of a particular
product category, e.g. soft-drinks. Examples of such measures include:
 Brand recognition - Either the brand name or both the brand name and
category name are presented to respondents.
 Brand recall - the product category name is given to respondents who are
asked to recall as many brands as possible that are members of the category.
 Top of mind awareness - as above, but only the first brand recalled is
recorded (also known as spontaneous brand recall).
Research on metrics
There has been discussion in industry and practice about the meaning and value of
various brand awareness metrics. Recently, an empirical study appeared to put this
debate to rest by suggesting that all awareness metrics were systematically related,
simply reflecting their difficulty, in the same way that certain questions are more
difficult in academic exams
Brand recall
Brand Recall is the extent to which a brand name is recalled as a member of a brand,
product or service class, as distinct from brand recognition.
Common market research usage is that pure brand recall requires "unaided recall".
For example a respondent may be asked to recall the names of any cars he may
know, or any whisky brands he may know.

Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"
measures the extent to which a brand name is remembered when the actual brand
name is prompted. An example of such a question is "Do you know of the "Honda"
brand?"
In terms of brand exposure, companies want to look for high levels of unaided recall
in relation to their competitors. The first recalled brand name (often called "top of
mind") has a distinct competitive advantage in brand space, as it has the first chance
of evaluation for purchase.
Brand Recognition
Brand Recognition is the extent to which a brand is recognized for stated brand
attributes, parts, offerings, or communications.
In some cases brand recognition is defined as aided recall - and as a subset of brand
recall. In this case, brand recognition is the extent to which a brand name is
recognized when prompted with the actual name.
A broader view of brand recognition is the extent to which a brand is recognized
within a product class for certain attributes. Logo and tagline testing can be seen as
a form of brand recognition testing. For example, if a product name can be
associated with a certain tagline, logo or attribute (safety and Volvo; "Just do it" -
Nike) a certain level of brand recognition is present.
Stability of responses
While brand awareness scores tend to be quite stable at aggregate (level) level,
individual consumers show considerable propensity to change their responses to
recall based brand awareness measures. For top of mind recall measures,
consumers give the same answer in two interviews typically only 50% the time .
Similar low levels of consistency in response have been recorded for other cues to
elicit brand name responses

1 Branding
Consumer view a brand as an important part of product and Branding can add
value to product. For example, most consumers would perceive a battle of white
linen perfume as a high quality, expensive product. But a same perfume is a
unmarked battle would likely we viewed as lower in quality even the fragrance
where identify.
Branding has become a major issue in product strategy on the one land,
developing a brand product requires a great deal of long marketing investment,
especially for advertising, promotion and packaging
What is branding?
Perhaps the most distinctive skill of professional marketers is their ability to
create, maintain, protect, enhance brand. A brand is name term, sign, symbol, or
design or combination of these indented to identify the products or services of one
seller in group of seller and to differentiate them those of competitors. Thus a brand
identifies a market in selling a product. A brand is a sellers promise to deliver
consistently as specifics set of features, benefits and services to buyers the best
hands convey a warranty of quality. According to a marketing executive, a brand can
deliver up to four levels of meaning.
a) Attributes
b) Benefits
c) Values
d) Personality

Market survey
Market survey is conducted to know the customers opinion about the product and
the future plans like in future what all the charges they will be expecting from the
company. It also helps in making out how well company is ding in the market with
respect to their competitors

2.1 DESCRIPTION OF MARKET RESEARCH

Marketing research is the systemic design, collection, analysis & reporting the
findings relevant to specific marketing situation that the company faces in regard to
specific marketing problems.
Manager cannot always wait for information to achieve in bits and pieces from the
marketing system. They often require formal studies of specifics situations. In each
situation, the marketing intelligence will not provide the detailed information
needed by the managers. So it is required to go from marketing research.
Marketing research is the function that links the marketer to the consumers and
the public through information. It is used to identify & define marketing
opportunities & problems, to generate, define evaluate the market, to monitor
marketing performances, and to improve understanding of the marketing process.
Marketing researchers engage in a variety understanding of the marketing process.
Marketing researchers engage in a variety of activities, ranging from market
potential & market share studies, to assess the consumer satisfaction & purchase
behavior to the studies, product, distribution & promotion Activities. A company
can conduct market research in its own research department or have some outside
agency to do it. Whether a company uses outside agency its own research depends
upon their skills and resources available.

2.2 STATEMENT OF THE PROBLEM:
The consumer market consists of all the individuals and households who buy or
acquire goods & services for personal consumption. The consumers’ ranges
tremendously in age, income, education level, mobility pattern, tasks etc.
Consumers generally have some perceptions in their mind about the product before
buying it. This may be of price, quality, color, durability, status, pride ness, good
performance or services etc. these perceptions of the consumer are very vital in
their decision making procedure.
This study has therefore been conducted to evaluate the market to ascertain the
brand awareness of Royal Enfield Thunderbird.

2.3 OBJECTIVE OF THE STUDY:
The following are the objective of the study.
1. To identify the brand awareness of the prospective consumers in relation to Royal

Enfield Thunderbird.
2. To identify the pre purchase behavior of customers.
3. To study the factors influencing the buying decisions of the consumers.
4. To come out with necessary suggestions & conclusions based on analysis, by

interpretation of the data.

2.4 SCOPE OF THE STUDY:
The scope of project study by the researcher is mainly focused on the

understanding of the consumer’s satisfaction & dissatisfaction. The information,
which was gathered from the project study, makes the project more useful by
developing the needed information for internal company records. This information
also proves useful to managers in the right form at the right time in order to help
them for better marketing decisions.
To achieve the goals of a business, the company has to monitor the market
situation on a regular basis to be updated on the market trends. Thus the survey
has a great scope both for the company as well as the Brand.

2.5 NEED FOR THE STUDY:
Now a day’s business is extremely competitive for all the products and it is
needless to say that any company has to win the confidence of its customers. So it is
necessary to clarify the position of the product of a particular company about its
quality and market demand.
Following are the basic needs for this study:
1. To conduct a market survey and study the brand awareness of Royal Enfield
Thunderbird in Bangalore city
2. To collect the pre purchase behavioral attitude of the prospective buyers.
3. To come out with necessary suggestions to improve the level of consumer

awareness and attitude towards the vehicle and hence to improve its sales.

2.6 REACHERCH METHODOLOGY:
Questionnaire was only research instrument used by asking a series of

questions. The questioners was prepared by keeping in mind the following factors
-Simplicity, complexes of the data in the logical sequence of questions.
1. The data have been collected by circulating questionnaires to select a few

sample audiences only.
2. All primary data is draw and reflects the actual intentions of the
respondents.
3. The data collected has been coded, tabulated and analyses into logical
statements using simple statistical methods like tally making, average
mean method, percentage, analysis and pie-charts.

Research Process:
The marketing research process consists of four steps.
1. Defining the key problem & research objectives.
2. Developing the research plan for collection information.
3. Implementing the research plan.
4. Interpreting and reporting the findings.

2.7 SAMPLING PROCEDURE:
The method of convenient sampling was used for the study. This is because of the
fact that extensive consumers had to be conversed within a limited time.
However all precaution were taken to avoid sampling and field errors by uniform
coverage of the consumer chosen for sampling.
Sampling instrument: Questionnaires containing a set of printed questions was

chosen as the instrument of Data Collection.
Sampling Size: A total of 100 Questionnaire were administered to gather

information as per the objectives laid down.
Sampling Location: The “garden city” Bangalore, was taken as the location of
survey.
Processing and Analysis of Data:

The data after being collected was processed and analyzed in order to draw
inference and find solution to the problem. The processing of data consists of
editing, coding and tabulation of data and appropriate statistical techniques were
used which ultimately helped analysis and draw conclusions.

2.8 Sources of Research:
Keeping in view the objective of the study, the conventional marketing research
program and the procedure for the study consist of the following elements.
The data was collected through two sources. They are Primary sources and
secondary sources.
1. Primary sources.
The information which was collected using questionnaire method from the
respondents is a primary source of data. It is original data gathered specially for
project study. It includes directed contacts with respondents regarding their
responds towards the product.
2. Secondary sources.
A secondary source of data includes the findings on the bases of research done
by outside organization. It includes the information collected from various sources
both internal and external such as journals of marketing company brochures and
reference books on the study.

2.9Research collection Instruments:

While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data, they are:-
1. Primary data:
The primary data are those, which are collected fresh and for the first time.
2. Secondary data:
The secondary data on the other hand are those which are already been collect by
someone else and which have already been passed through the statistical process .
COLLECTION OF DATA THROUGH QUESTIONNAIRES:

This method of data collection is quite popular particularly in case of big
enquiries in this method a questionnaire is send to the person concerned with a
request to answer the question and return the questionnaire. A questionnaire
consists of a number of questions printed or typed.

2.10 Field work
It is the survey held in respect of making this report. It was helped by the
respondents of the deferent places an extensive amount of field work was needed
to complete the report.
The survey was done in different places like public gatherings, offices,
promotions and colleges situated in Bangalore city only.

2.11 Limitation of the study

The information collected from respondents may or may not be true because in
some cases the respondents may not be serious. However all possibilities has been
taken to collect the information as authentic as possible.
1) Most of the respondents were students, their view can’t be taken as their
generals views to conclude and prepare the project report.
2) Whatever information is collected is valid until there is not any

technologies change and new invention or any other type of devices is
released to motivate respondents.
3) The information is subjected to change, because views of respondents are

not permanent which leads deterioration of the survey report.
4) Market forces can bring about abrupt changes, which may lead to
deterioration of survey of survey aspects so that information is not always
relevant.
5) Respondent’s preferences fluctuate due to circumstances which

invalidates the report.
6) Emergency of new aspects on conditions in the relevant field to certain

level which will destroy the report.

3.1 origin of the organization

George Townsend can be considered as the earliest the earliest pioneer who aided
the set up of Royal Enfield range of two wheelers. He sets up a mill called Givry
Works in Hunt End, England. And 20 years later, Faster, George’s Step-son brings
into the factory one of the first “boneshakers”, a quasi-cycle with an iron backbone,
wooden wheels, iron tyres and pedals of wood.
But it was RW Smith and Albert Eadie who marked the birth of the Enfield
brand. RW Smith and Albert Eadie took control of Townsend’s and re-christened it
“The Eadie Manufacturing Company”. Soon they stumble upon a contract with
Royal Small Arms factory in Enfield, Middlesex to supply precision rifle parts for the
making of Enfield rifles. Meanwhile, they make their first new bicycle – called the
“Enfield”. The Enfield is marketed through a new company – The Enfield
Manufacturing Company Ltd. A year later, the cycles were launched publicly and
the company added the word “Royal” to the name. With that, the legendary
trademark – “Built like a Gun” appeared for the first time. This marked the birth of
the Royal Enfield brand.
India had the first touch of the Royal Enfield range when two young businessmen,
Mr. Sundaram and Shankar, of the Madras Motor Company started importing the Bullet
motorcycles into the southern port city Madras, India under Enfield India Limited
Incorporated.

The first plant was set up at Madras, India, thus marking the beginning of the
era of motorcycling in India. Then, mudguards and frames followed. Soon, Enfield
began sending engine kits for assembly. And before long, they too were being made
indigenously, meaning the entire bike was being manufactured in India.
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. The
beginning Royal Enfield India was set up in 1955 when it started receiving 350s bikes
in kits from the UK and assembling them in Chennai, India. But, eventually the
entire bike was manufactured the 500cc bullet. By it’s the bullet dominated and
continues to dominate the Indian roads. It is the dream choice of every motorcyclist
in India with even Indian Army and Police endorsing the Bike. The Eicher Chapter in
1990, Royal Enfield entered into a strategic alliance with the Eicher and later
merged with Eicher Group in 1994. The Eicher Group, is one of the Indian’s leading
automotive group with diversified interests in the manufacture of Tractors,
commercial vehicles, automotive gears, exports, garments, management
consultancy and motorcycles. Since then, the company has made considerable
investments in modernizing its manufacturing technology and systems and in 1996.

When the government decided to impose stringent norms for act Royal Enfield was
the first motorcycle manufacturer to comply. Royal Enfield is amongst the first few
Indian companied to obtain the WVTA (Whole Vehicle Type Approval) for meeting
the European Community norms.
Infrastructure and technology collaboration

To manufacture quality bikes 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 Chennai manufacturing facility.
An active in- house research & development wing is constantly at work to meet
changing customer preference and the challenge of Indian and international
environment standards. When introducing a new product, this team undertakes all
related planning which includes a rigorous customer contact programme, design,
concurrent engineering and testing process. The bike design team at royal Enfield is
well known equipped with high –end CAD/CAM workstation and the latest modeling
software .top-notch designers work continuously to come up with innovative bikes
to meet the market’s expectations. Royal Enfield was also amongst the first Indian
companies to introduce enterprise resources planning (ERP) systems to manage its
operations .it also has an online supply chain management system in operation
Collaborations
Royal Enfield has technology tie-up with:
. AVL of Austria
.Fritz Egli of Switzerland
.cranfield university, UK
.Criterion Engineers, UK

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 practice like cellular layouts ,
stastical process controls and flexible manufacturing system.
The Chennai manufacturing facility has received the ISO 9001 Certification for
managing its operations in a clean and safe environment, it has obtained the ISO
14001 Quality certificate.
Royal Enfield ensures that all components used in bikes are sourced from the best
vendors in the Indian automotive industry, who are geared to supply according to
the company’s stringent quality standards.
The company works closely with all of its suppliers ,giving them technical and
managerial support while maintaining practice like direct –on line and vendor self
certification
Marketing network
You can fell the pulse of yours customers, only if you get close to them this though
process has driven royal Enfield to set up has wide network of 13 marketing offices,
223 dealers in all major cities and tone s, 25 spare parts distributors and stockiest
and 150 authorized service centers. These exports motorcycles to over 30 countries
like the USA ,Japan ,Bahrain,UK Germany and many European countries through 5
international offices ,25 importers of and over 200 dealers across the globe.

3.2 present status of the organization

Eicher limited, part the Rs 1200 crore Eicher Group, has achieved dramatic
progress in its turnaround strategy, reporting a cash profit of Rs 16 crores in the
financial year ended March 2002 as against a cash loss of Rs 21.2 crore in the
previous year.
While Gross sales have increases 9.9% to Rs634.6 crores from Rs 577.4 crores in the
previous year net sales are up 11.4%to Rs 550.5 from Rs 494.crores in the previous
year.
After providing for depreciation of Rs 23.6crores (Rs 21.2crores in the previous

year )and Rs 24.9 crores of interest (Rs 23.9 crores in the previous year ) the result
show a whapping 82%reductin in the loss(before amortization VRS costs) to 7.7
crores from Rs 42.5 crores in the previous year a swing of Rs 34.8 crores. A charge of
9.5 crores for has been made towards expenditure on voluntary retirement scheme
(Rs 9.0 crores in the previous year )Further deferred tax credit of Rs 6.2 crore for the
year has been recognized in the profit and loss account for the year. As a result, the
net loss (after tax) for the year is Rs 11.0 crores as compared to Rs 51.5 crores in the
previous year.
In accordance with the mandatory Accounting Standard on deferred taxation, issued

by the institute of Charted accounted of India, the company has made provision for
deferred tax liabilities.

The cumulative deferred tax liability as at 31.03 2001 of Rs23.8 crores has been
provided by charging the same to the surplus in profit and loss account as
on1.04.2001
Speaking on the performance of Eicher private limited, S Sandilya chairman and

CEO, Eicher group said “over the last year, our strategy has been twofold: top line
growth through introduction of new product in high growth segments,
enhancement of our distribution network, and aggressive marketing and focus on
cost reduction covering manpower, materials, overheads and working capital costs.
This strategy has helped us to achieve growth of over 10% in sales income and
enhancing the operating margin as percentage to net sales from 1% to 7% “
Royal Enfield has also made significant in turning around its performance by selling
24384 motorcycles as against 21874 in the previous year thus recording a volume
growth of 12%. In value terms the turnover amounted to Rs 144 corers representing
the growth of 16% over the previous year and reflecting higher per unit realization.
Bullet ‘Electra’ has been well accepted in the market and currently accounts for 60%
of our motorcycles sales. Bullet’s realization per bike has increased significantly on
account of aggressive pricing, reduction in material costs and lower level discounts.
Bullets have also substantially improved the reach and effectiveness of the
distribution system. New initiative like restructuring the marketing set up and the
opening of company owned and managed showrooms were taken up with view to
getting closer to the customer.

The exports grew by 45% in the year 1616 motorcycles from 1127 in the previous
year. Royal Enfield today exports motorcycles. To over 30 countries including USA,
UK Germany and Japan.
The comparative market share of the motorcycle manufactures during the year
ended 31st march 2010 during the year
Motorcycle 2009 2010 Change

in ms
Bajaj Auto ltd 24.5 25.2 -0.6
Hero Honda 48.3 47.8 0.6
Motors Ltd
Kinetic Engg 1.5 0.0 1.5
Ltd
LML Ltd 1.5 1.7 -0.2
Royal Enfield 0.8 1.0 -0.2

motors
TVS Motors 15.3 16.4 -1.2
Ltd.
Yamaha Motor 8.0 7.9 0.1
India Ltd
Total 100.0 100.0 0.0

The comparative market share of motor cycle manufactures during the

year ended 31st march 2010
100
80
60
40
20
0
bajaj hero kinitic LML LTD Enfield TVS Yamha Total
-20
2009-2010 change in MS

3.3 product profile

Technical specification and features of royal Enfield ‘’thunderbird’’ cruiser bike
Technical specification
Engine : single cylinder, 4stroke Air cooled
Engine capacity : 350cc
Max.torque :2.75kg-m@3500rpm
Gears : 5speed
Ignition : CDI
Electrical : 12vAC/DC
Wheel base : 1370
Tyre : 3.25*19 6/4pr
Features:
1) 350 cc four stroke engine with 18 bhp
2) Amazing pick-up of 0-60kms/hrs in 6 seconds
3) Top speed of 120 km/hr with stability
4) 5 speed gear box
5) Left side heel and toe gear shift
6) Superior technology C.V(constant vacuum) carburetor for instant start,
good pick-up and constant mileage (40kmpl)
7) Air ventilate
8) Disk brake of 28mm dai
9) Available in attractive metallic colours (purplish blue/Rivera red /ocean
black/silver ash

3.4Functional department of the organization

The organization has 5 departments for efficient running of its activities .the
departments are classified on the basis of function they perform .they are
production department, sales department ,sales and service department, personnel
department purchase department, finance department, each department is headed
by a departmental head ,who has direct contact with the managing director ,the
department head have a complete control over their respective department and the
subordinate below them ,due to which the company has increased its prestige ,
productivity, effective control of expenditure etc
1) Production department
The function of product department of the company is under the control of director
(production) who has direct contact with the managing director. The function of
production department of the company includes production planning, quality
control of the production. Engineering, research and development of the production
and the material management .the production unit of the company is located in
Chennai .which is the head –quarter of the royal Enfield bullet. thus it has helped
the company in capturing a market share etc .the engineering department of the
organization also has contributed a lot of the improving design ,style and
performance of the product.
The company had also given due consideration for material management it has
introduced new methods of material handling proper storage of material which has
benefited the company up to certain extent.

2)sales and service department

The sales and service department is playing an important role in the company. The
main objective of organization is to set up. This department was to increase sales of
the vehicle and provide better services to customer.
3)personal development
The personnel development department of the company is connected with the
human factors working in organization. It is the head of personnel manager.
The main objective of this department is recruitment, training, development and

motivation, remuneration of personnel working in the organization and
maintenance of good relationship between workers and management
Beside this department is also concerned with the outside public such a share
holders, customer etc. the company has given due consideration to the welfare
activities, so as to promote the welfare of the worker and would ensure safety at
the work for them. Beside the company has substantially invested in research and
development of the human factor.

4)Purchase department
The purchase department of the company is closely related with the production
department, because the purchase department has to make available the need
stock at the required time so that the manufacturing operation do not have to be
stopped .similarly there is also co-ordination between finance and purchase
department in the organization .the company has adopted the centralized
purchasing process for the production department
5) Finance department
The financial department of the company deals with financial planning, to increase
the network of the share holder, and also the financial forecasting, raising of funds
from public and effective utilization of funds.

4.1 classification & tabulation of data
Introduction:
Primary data obtained from the respondents has been classified, edited .coded,
tabulation & interpreted in this chapter for analysis & interpreted of primary data,
investigator has used many stastical tools and graphical representation has been
used for better presentation of availed data.
Classified
Classification is the process of the process of arranging data into sequence &groups
according to their common characteristics or separating them into different but
related parts
Tabulation
Tabulation refers as the intermediate process between the accumulation of data in
whatever form they are obtained & the final reason account of the result by the
statistics.
The data has been classified, tabulates, analyzed & interrupted by using various
statistical tools such as the percentage analyzed, pie, charts, bar diagrams etc.
Analysis and findings of data :

In this chapter , a study about bullet thunder bird consumer ‘s profile knowledge
&information about the product brand value & facilating factors for brand
awareness are a based on a sample survey of 100 peoples in Bangalore city is
reviewed of the same is provided below.

4.2) statistical analysis and interpretation of data
Table no.1: consumer in terms of group age
variables No. of respondents Percentage

18-22 18 18
22-26 34 34
27-30 28 28
31-34 8 8
35-38 4 4
39-42 8 8
Total 100 100

Chart no.1-consumer in terms of age group
Age group of respondents

100
90
80
70
60
50
40
30
20
10
0
18-22 22-26 27-30 31-34 35-38 39-42 total
Age level
Analysis: The above table depicts that the age group of 22-26 from the majority
the respondents followed by the age group of 27-30. The age group 18-22 has
responses. The elder age group of 31-34, 35-38 and 39-42 has 8, 4&8 respectively.

Table no: 2 Two wheelers currently owned by respondents.
Variables No. of respondents Percentage

Yamaha rx 22 22
Splendor 32 32
Kawasaki 6 6
Caliber 6 6
Bullet 10 10
Suzuki fiero 4 4
Yezdi 6 6
Scooters 8 8
Others 6 6
Total 100 100

Bar diagram no: 2: two wheelers currently owned by respondents.
Currently owned Two wheelers

100
90
80
70
60
50
40
30
20
10
0
X r ki er t o i rs rs l
do lle ier zd ta
haR n asa
alib Bu F Ye o te the To
a le w C ki o O
m Sp Ka zu Sc
Ya Su
Analysis: from the above table it can be assessed that most people prefer
hero Honda splendor 32%. Yamaha also has a major share of the whole
with22%.royal Enfield customers were at 10%. Scooter owners were among
the respondents who figured 8%. Kawasaki Bajaj rtz, Bajaj caliber & yezdi
figured 6%each. Suzuki fiero contributed 4%. Others including mopeds &cars
made 6%.

Table no: 3 mode of purchase (current owners)

Cash 78 78
finance 22 22
Total 100 100
No3 pie diagram: mode of purchase

Mode of purchase
22%
Cash Finance
78%
Analysis: From the above table it is clear that majority of people opt for cash
purchase .the cash price contributes 78%. People opting for finance make
only 225 of the whole.
Table no: 4 respondents planning for exchange or another two wheeler


Yes 80 80
No 20 20
Total 100 100
Pie diagram no: 4 respondents planning for exchange or another two wheeler

Respondents planning for exchange or another two

wheeler
20%
Yes
No
80%
Analysis: the above table makes it clear that majority of people are not willing to
exchange their current two wheeler for another one. The respondents willing to go
for exchange is 80% while 20% opt stick on to their current vehicle.
Table no: 5 models opting for exchange or another two wheeler


CBZ 4 4
Boxer 4 4
Thunderbird 48 48
Machismo 8 8
Pulsar 12 12
Eliminator 4 4
No exchange 20 20
Total 100 100
Bar diagram: table no: 5 models opting for exchange or another two
wheeler

Model opted for Exchange/ another Two wheeler

100
90
80
70
60
50
40
30
20
10
0
CBZ Boxer Thunderbird Machismo Pulsar Eliminator No Exchange Total
No of respondents
Analysis: the above graph shows 20% respondents who are unwilling to go
for exchange or another vehicle. All the ones opting for an exchange had
varied difference in the choice of their vehicle. Bullet thunder bird 48%, pulsar
12% machismo8%, CBZ 4%, Bajaj boxer 4% & eliminator with4%.
Table no 6: respondents against the features and price of the thunderbird bike


Mileage 18 18
Power/pick-up 26 26
Price 1 1
Looks/aesthetics 27 27
Durability 20 20
Maintenance 8 8
Total 100 100
Bar diagram of table no 6 respondents against the features and price of

the thunderbird bike

100
90
80
70
60
50
40
30
20
10
0
Mileage Power/Pick up Price Looks/ AestheticsDurability Maintenance Total
No of Respondents
Analysis: it can be inferred from the table that looks, power /pick up& durability
take a vital role in their choice of vehicles which figured 27%, 26%&20%
respectively. Mileage, maintenance makes up the latter half of the lot with 18%, 8%.
Price was the least of the concern with only1%.
Table no .7 Respondents about test ride


Yes 89 89
No 11 11
Total 100 100
Pie diagram of table No 7 respondents about test ride

Respondents about test Ride

11%
Yes
No
89%
Analysis: 89% of the lot had taken the test drive earlier from various places of
convince lie the show room, friends etc. those of which who not take a prior test
rode constituted 11%.
Table no.8 – Respondents opinion of the bike on the basis of various factors
Variables No. of Respondents Percentage

Ease of Starting Delighted 88
Good 06 12.5
Average 06

Ease of parking Delighted 47

Good 24 12.5
Average 29
Delighted 65
Seating comfort Good 29 12.5
Average 06
Aesthetics/ looks Delighted 59
Good 24 12.5
Average 17
5 Speed Gear Box Delighted 65
Good 11 12.5
Average 24
Left/ Toe Gear Shift Delighted 65
Good 24 12.5
Average 11
Pick Up Delighted 59
Good 24 12.5
Average 17
C.V Carburetor Delighted 47
Good 29 12.5
Average 24
Total 100%
Table no 8: respondent’s opinion of the bike on the basis of various

factors

90
80
70
60
50
40 Delighted
Good
30 Average
20
10
0
g g t s d C
tin kin fo
r ok ee sh
ift up CV
ar r m Lo Sp e ci k
St Pa Co 5 To P
eft/
L
Analysis: the above table brings about strong opinions on the bike. The comfort
provided by thunder bird had the highest with 94% in favor of it .the 5 speed gear
and the toe shift was also the factors that were liked with 76%& 89% respectively.
Starting & comfort other bike had the least average bid with only 6%, which makes
the bike preferred among the consumer. Among the less favored was the parking
convince with over 25% not preferring it.
Table no 9: most preferred colour


Purplish blue 22 22
Riviera red 44 44
Ocean black 20 20
Silver ash 14 14
Total 100 100
Pie diagram table no.9: most preferred colour

14% 22%
20%
Purplish Blue
Riviera red
Ocean Black
Silver Ash
44%
Analysis: 44%of the respondents liked Riviera red opposed to only 14% who
preferred silver ash although 22% of the respondents liked purplish blue &20% liked
ocean black.

Table no 10- most preferred brake systems

Disk 96 96
Drum 04 04
Total 100 100

Pie diagram of table no. 10: most preferred brake system
4%
Disk
Drum
96%
Analysis: as it is seen in the above table disk brakes are preferred to drum
brakes .96% of the respondents were in favor of disk brakes, while only 4%
bid for the drums brakes.

Table no.11- awareness of the thunder bird through various factors

News papers add 05 05
Magazine 13 13
Promotions 51 51
Saw on road 16 16
Show room display 01 01
Others 14 14
Total 100 100

Bar diagram of table no 11. Awareness of thunder bird through various

factors
60
50
40
30
20
10
0
e s rs
ad
d
zin on ad lay he
r a ti ro isp t
ap
e ag o on D O
p M om w om
ws Pr Sa Ro
Ne ow
Sh
No of respondents
Analysis: promotion display, as in the above table, has a fair 52% which
makes it the source that creates the greatest exposure to the thunderbird.
Bikes seen on road figures 16% while newspapers ad figures at 5%. Other
related exposure like friend and relatives make up14% the fact that display is
not suggested by any one as the source of awareness. The display is 0%.

Table no 12: exposure to dealers of royal Enfield in the city of Bangalore

Madras motors 50 50
Agro motors 14 14
tehnik 10 10
Not aware 26 26
Total 100 100
Pie diagram of table no.12: exposure to the dealers of royal Enfield

in the city of Bangalore

26%
50%
Madras Motors
Agro Motors
Teknik
10% Not Aware
14%
Analysis: the above table depicts the exposure of the customer to the
various dealers in Bangalore. Madras has the highest exposure with 50% and
agro &teknik with 14% 10% respectively. People who are not aware of the
dealers in Bangalore make up the rest 26%.
Table no 13: interested mode of payment


Cash 60 60
Finance 40 40
total 100 100
Pie diagram of table no. 13: interested mode of payment

40%
Finance
Cash
60%
Analysis: the above table shows that the majority of people prefer cash over
finance .while only40% prefer finance; a whopping 60%would like to go for
cash payments for purchase.
5.1 FINDINGS

The primary data gathered from the respondents have been classified,
tabulated, analyzed and interpreted by using percentage method and
different types of diagrams.
1. The majority of the buyers of the buyers of the product are aged between
22 and 26 followed by those who are aged between 27 and 30.
2. Most owners of two wheelers prefer Splendors with 32%. Royal Enfield’s
bullet only has 10% of the market share according to the respondents
questioned.
3. Most of the buyers prefer to buy the products in cash payment rather than
using financial facilities.
4. The majority of the respondents are planning to go for the exchange offer.
5. Madras motors the best dealer for Royal Enfield’s products in Bangalore.
6. The thunder bird is more popular because of the promotion made by the
company.
7. Most users prefer to use disk brake rather than drum brakes.
8. The preferred colours of bikes as per the respondents are Riviera Red
followed by purplish blue.
9. The respondents prefer the product because of the pickup and the ease of
starting.
10.According to the respondents the price of the product is too high.
11.The majority wants to change their two wheeler vehicles for the
thunderbird.
5.2 Conclusion

This market survey on the pre purchase behavior and Brand Awareness was
conducted on behalf of royal Enfield Thunderbird
A single questionnaire was used to top the information for accomplishing the
objective of the study.
From the study it was found that there was a great preference to Thunderbird. The
bike was preferred for the seating comfort and 5speed gear it offered. The bike was
also found to be liked for its braking & power. In a Nutshell, Thunderbird proved to
be a performer.
The sample size was 100 for the respondents, which was distributed to the various
thunderbirds Owners throughout the Bangalore city.
The findings revealed that the majority of the respondents were not aware of the
new model “thunderbird” introduced by Royal Enfield the attitude that came along
with the survey is encouraging.
6.1 Suggestion

In Bangalore city, population has been increasing by leaps and bounds and the
infrastructure facilities on the other hand is moving in a slow direction, this gap
opens up great opportunities in the Automobile industry to increase the
infrastructure facilities in the transportation segment. The large population and
hence a varied prospective customers provide market opportunities for two
Wheelers industries. The purchasing power had also increased over the years; there
has been positive attitude by majority of people towards two wheelers &
Advertisement and interest along the purchase.
1. None of the respondents are attracted to the easy availability of the

vehicle. The manufactures should takes converted attempt to see that the
vehicles is easily available it would boost the sales volumes.
2. Although majority of the bike owned by the respondents was Hero Honda
Splendor and Yamaha, RX100, which are the best sellers in the two
wheeler segment, 80% of the people opted for an exchange. This provides
a great opportunity for bullet Thunderbird to penetrate the market. Hence
bullet Thunderbird should advertise extensively.
3. Majority of the respondents became aware of Bullet Thunderbird mainly
through Promotions and by seeing at road. Only 6% of people had News
Paper Exposure and sadly none had known the bike through Showroom
Display. This calls for great attention to direct the bike to higher sales
through more extensive mode of promotion aimed at improved showroom
displays, better promotions and more Newspaper Ads.
4. Power, looks and durability being the main expectation of the respondents
in purchasing a bike, Bullet should ensure that they maintain a high

standard of these expectations. This would direct the bike to the levels of
Expectation of the customers and hence boost sales.
5. Since Thunderbird showed high level of satisfaction in the Comfort, Power,
5 speed/ Toe gear shift and to an extend styling, marketing should be
stressed on more and better advertisement strategies which is been a
lacking factor.
Questionnaire

Market survey on the pre-purchase buyer’s behavior & Brand

awareness Towards “THUNDERIRD”
1. Name :
2. Occupation:
3. Age:
4. Address:
5. Contact number:
6. E-mail id:
7. Details of currently owned two wheeler
a) Brand:
b) Model:
c) Make:
d) Year:
e) Reason for purchase:
f) Mode of Purchase : Cash Finance
8. Are you planning for another Two Wheelers/ Exchange of your old bike
for a new one
Yes No
If “YES” Which is your preferred bike as of Today the reason for opting
that Model/ Brand?
A) Mileage b) Power/Pickup
C) Price d) Looks / Aesthetics
9. Which type of colour do you like most?
Deep Black b) Blazing Red
c) Teitian Blue d) Metallic silver
10. Which type of brake system you like?
Drum break Disk brake
11. How did you come to know Thunderbird?
a) Newspapers b) magazine
12. Are you aware of the dealership of Royal Enfield in Bangalore.
Yes No
13. Mode of purchasing.
Cash Finance
Bibliography
Books

1) Marketing management By prof.H.R. Appannaia, By.Dr.P.N
Reddy, Himalaya Publication (Fifth
Edition2009)
2)”essential of marketing management” By S.A .Sherleker, Dr.P.N.Reddy,
H.R. Appannaiah, Himalaya
publication (Fourth revised
edition 2008)
3) Marketing management Philip kotler Kevin lane Keller
(Twelfth edition by Dorling
Kindersley (India) pvt.ltd.
4) Overdrive magazines (December 2010)
5) Auto world magazines (December 2010)
WEBSITES
1)www.google.com
2)www.wickedpedia .com

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Market survey on the pre-purchase buyer behavior &

Brand awareness of Royal Enfield “Thunder Bird” bike2010-11

1.1 INTRODUCTION OF THE STUDY:

The Oxford college of Business Management. Page 1

The Oxford college of Business Management. Page 2

transferred from Redditch and an estate of "prefabs" was built in Westwood to

Postwar Model G and Model J and ex-military C and CO (1946–1954)

The Oxford college of Business Management. Page 3

The Oxford college of Business Management. Page 4

The Oxford college of Business Management. Page 5

1.3Industrial background of the study

Growth and development

The Oxford college of Business Management. Page 6

With an enlarging base there is necessarily be a slowdown in growth rate, but

The Oxford college of Business Management. Page 7

The Oxford college of Business Management. Page 8

1.4 Theoretical background of the study

Marketing has been a vital function; significant to the fulfillment of the

The Oxford college of Business Management. Page 9

Buyer behavior is defined as all psychological, social and physical behavior of

2) Buyer behavior is reflected from awareness right through post purchase

3) Buyer behavior includes communication, purchasing and consuming behavior

4) Consumer behavior is basically social in nature, hence, social environment play an

5) Buyer behavior includes both consumer and industrial behavior

The Oxford college of Business Management. Page 10

The Oxford college of Business Management. Page 11

The Oxford college of Business Management. Page 12

The Oxford college of Business Management. Page 13

The Oxford college of Business Management. Page 14

The Oxford college of Business Management. Page 15

2.1 DESCRIPTION OF MARKET RESEARCH

The Oxford college of Business Management. Page 16

2.2 STATEMENT OF THE PROBLEM:

The Oxford college of Business Management. Page 17

2.3 OBJECTIVE OF THE STUDY:

The following are the objective of the study.

1. To identify the brand awareness of the prospective consumers in relation to Royal

2. To identify the pre purchase behavior of customers.

3. To study the factors influencing the buying decisions of the consumers.

4. To come out with necessary suggestions & conclusions based on analysis, by

The Oxford college of Business Management. Page 18

2.4 SCOPE OF THE STUDY:

The scope of project study by the researcher is mainly focused on the

The Oxford college of Business Management. Page 19

2.5 NEED FOR THE STUDY:

Following are the basic needs for this study:

2. To collect the pre purchase behavioral attitude of the prospective buyers.

3. To come out with necessary suggestions to improve the level of consumer

The Oxford college of Business Management. Page 20

2.6 REACHERCH METHODOLOGY:

Questionnaire was only research instrument used by asking a series of

-Simplicity, complexes of the data in the logical sequence of questions.

1. The data have been collected by circulating questionnaires to select a few

The Oxford college of Business Management. Page 21

The marketing research process consists of four steps.

1. Defining the key problem & research objectives.

2. Developing the research plan for collection information.

3. Implementing the research plan.

4. Interpreting and reporting the findings.

The Oxford college of Business Management. Page 22

2.7 SAMPLING PROCEDURE:

Sampling instrument: Questionnaires containing a set of printed questions was