CONSUMER

PREFERENCE ON
VINTAGE BULLET IN
COIMBATORE CITY.

SUBMITTED BY,
SHAKEEL AMAN M.S
INTRODUCTION:
The Royal Enfield was a brand name under which The Enfield Cycle Company
Limited of Redditch, Worcestershire sold motorcycles, bicycles, lawnmowers and
stationary engines which they had manufactured. Enfield Cycle Company also used
the brand name Enfield without Royal.

The first Royal Enfield motorcycle was built in 1901. The Enfield Cycle Company is
responsible for the design and original production of the Royal Enfield Bullet, the
longest-lived motorcycle design in history.

Enfield’s remaining motorcycle business became part of the Norton Villiers in 1967
and that business closed in 1978. A former subsidiary continues to manufacture
Royal Enfield motor cycles in India.

The automobile industry in India is the ninth largest in the world with an annual
production of over 2.3 million units in 2008. In 2009, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand.

India's automobile sector consists of the passenger cars and utility vehicles,
commercials vehicle, two wheelers and tractor segments. The total market size of
the auto sector in India is approximately Rs 540 billion and has been growing at
around 8 percent per annum for the last few years. Since the last four to five years,
the two wheelers segment has driven the overall volume growth because of the spurt
in the sales of motorcycles.

1 | Consumer preferences of vintage bullet in Coimbatore.

REVIEW OF LITERATURE:
Pradigm, vol.VIII No.1 january-june 2004. Diverse audits and explores have been
finished concerning what a client wants from a bike. Some of them, which I will be
considering are Parmod Pathak, Saumya singh, does a rate of the work that had been
starting now done in such way and their work was disseminated.

Sanchez Fernandez, Raquel, Iniesta-Bonillo, M Angeles in January 2008 stated that

the key to consumer value is a concept of continuing interest to scholars, marketing
researchers, and too many marketing researchers, and too many marketing
practitioners. However, the presence of multiple meanings, the use of different
terms, and even the existence of a diversity of opinions regarding its features and
nature reflect the complexity of its study.

Dagmar Recklies in October 2003 stated that key to customer perception in today’s
globalizing economy competition is getting more and more fierce. That means it
becomes more difficult for products and services to differentiate themselves from
other offerings than ever before. Not only is the member of competitive offerings
rising due to globalization of production, sourcing, logistics and access to
information.

2 | Consumer preferences of vintage bullet in Coimbatore.

Need of the study :
 A long wheel base and bigger tyres provide increased stability and road grip,
making it ideal for long distance travel.

 Its aristocratic black and gold livery and thumping exhaust note remind passer
by that they are in the presence of automotive royalty.

 Royal Enfield had strong inherent brand values, which is why the
second-hand bullet (vintage) was a coveted possession even then.

 The RE bikes were mostly touring bikes and hence loved by those who love
travelling.

 It gives fair mileage, it’s a motorcycle made of metal and hence it’s worth the
investment.

3 | Consumer preferences of vintage bullet in Coimbatore.

SCOPE of the study :
 Psychographic and Demographic profile of Bullet riders.

 Factor analysis of the parameters on which the purchase decision has been
based.

 Locating the barriers to purchasing a Bullet for a prospective customer.

 Finding out the perception of After Sales Services and Spares amongst users.

 Mapping the perception of the Bullet on various parameters vis-a-vis other

brands.

 Deriving the media exposure of the Bullet riders for planning

Communication.

4 | Consumer preferences of vintage bullet in Coimbatore.

OBJECTIVES:
 To arrive at the psychographic profile of the Bullet Riders in Coimbatore.

 To ascertain the factors that affect the choice of a Bullet as a motorcycle.

 To ascertain the barriers to purchasing a bullet for a prospective customer.

 To derive the perception of bullet as a motorcycle amongst respondents

vis-a-vis other brands.

 To propose an effective Marketing Communication plan for brand Royal

Enfield.

 The study has been conducted to know the customer awareness level of Royal
Enfield company’s product range.

 To make a satisfaction analysis of people on the performance, aesthetics,

features, serviceability and the company image of Royal Enfield

5 | Consumer preferences of vintage bullet in Coimbatore.

 RESEARCH METHODOLOGY:
RESEARCH DESIGN :

POPULATION : INFINITE

SAMPLING TECHNIQUE : SIMPLE RANDOM

METHOD OF DATA COLLECTION : PRIMARY AND SECONDARY DATA

TOOLS USED FOR DATA COLLECTION : QUESTIONNAIRE

ANALYSIS : PERCENTAGE ANALYSIS

LIMITATIONS : 1) THIS IS A TIME CONSUMING RESEARCH METHOD.

2) THERE IS A LIMITED LENGTH OF QUESTIONNAIRE

AS THEY COULD BE DEPTH IN PERSONAL INTERVIEW.

6 | Consumer preferences of vintage bullet in Coimbatore.

Questionnaire :
1) NAME :

2) GENDER :

3) AGE :

4) OCCUPATION :

5)

7 | Consumer preferences of vintage bullet in Coimbatore.