Asia Pacific Journal of Research Vol: I Issue XVI, August 2014

ISSN: 2320-5504, E-ISSN-2347-4793

A STUDY ON CUSTOMER PERCEPTION TOWARDS ROYAL ENFIELD WITH SPECIAL

REFERENCE TO MALAPPURAM DISTRICT

Mr.FAISAL.T, Research Scholar (M-Phil)

Thottiyil [H], Kuzhippuram, Iringalloor [post], Vengara [via], Malappuram [dist],

Kerala. 676304[pin]

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 challenge is not to produce for customers, any firm could
do it. The real challenge is 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 offerings. Customer perception is
typically affected by advertising, reviews, public relation, social media, personal experience and other
channels.
By way of analyzing customer perception we can clearly understood how much a firm treats its
customers, what is the quality of their products, is it capable to serve the dynamic needs of customers,
what will be their future in what way they need to making changes etc…
The Study report deals with the analysis of customer perception conducted among customers of
Royal Enfield who purchased different brands Royal Enfield.
REVIEW OF LITERATURE
A Study named “CUSTOMER PERCEPTION WITH MOTOR CYCLE” Conducted by Dr: L. Vijay,
Professor in SA Eng. College Chennai and B. Jayachitra associate professor Vel Sreenivasa college
Chennai. And published in International Journal of Marketing and Human Resource Management
(IJMHRM). It is a comparative study between customers of Hero Honda, Bajaj and TVS to know

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customer perception and the reason to a customer opt for a particular brand. The study suggests that it is
better to introduce eco- friendly bikes and to reduce cost in case of Hero Honda. Better to Introduce
bikes for women and improve mileage incase of Bajaj. And it is better to take necessary step to improve
brand image in case of TVS.
A STUDY ON CONSUMER PERCEPTION AND EXPECTATIONS FOR TATA NANO” Conducted by
Dr.Garima Malik Asst.Prof in Amity Business School- Noida. Main objectives of the study are, to know
general perception and awareness about NANO, factors influencing purchasing decision and customer
expectations from NANO, etc... The study reveals that long waiting period, bad word of mouth and reports
in the market like “Auto-rickshaw”, etc...Have negative impact on the products demand. Customers are
satisfied in price and fuel efficiency, effective sales promotion activities with the theme of „Young-car‟
and steps to solve complaints from customers are necessary to improve customers‟ satisfaction.
OBJECTIVES OF THE STUDY

 To evaluate the attitude of young generation towards Royal Enfield.

 To identify the factors influencing in selection of Royal Enfield.
 To analyze the problem of Royal Enfield while compared to other Bikes.
 To know the influence and impact of competitors.
 To study whether there is any change in perception of new generation towards Royal Enfield.
 To understand the reasons for change in perception, if any.
 To analyze the level of preference for new and old model of Royal Enfield.
SCOPE OF THE STUDY
This study will helps to evaluate the present position of Royal Enfield among the existing
customers. The study helps to identify the important reason why youngsters do likes Royal Enfield, which
is the most important feature of Royal Enfield, in which way customers need modification on existing
models, how is the level of customer acceptance in the areas of product and services. And also is there any
kind of dissatisfaction in mind of existing customers and the reason for their dissatisfaction, etc…
Simply the study makes a chance to the firm to delight their customers, ultimately for the existence
and earnings in present corporate competition by way of adjusting their products according to the
customer needs, if necessary and also to know the strength, weakness, opportunity and threat of the
product or the firm.
RESEARCH METHODOLOGY
Research is done for collecting the information that helps to solve certain problems effectively. It
is a frame work with a specific logic from the researcher to find out a reasonable solution for a problem.
Research is a step by step activity which needs to be accurate and reliable. It is completed when the
researcher gets proper solutions for his task. It aims at definite solutions within a particular period. It
covers some challenging task such as how, when, where, who and why?
Research methodology is way to solve the research problem systematically. It deals with the
objective of research study, the method defining research problem, the type of hypothesis formulated, the

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type of data collected, method used for data collection and analysis etc… the methodology includes
collection primary and secondary data.
RESEARCH DESIGN
A research design is basis frame work, which provides guidelines for the rest of research process.
It is the map or blueprint according to which, the research is to be conducted. The research design
specifies the method of study. Research design is prepared after formulating the research problem and
need to be most suitable to solve the problem.
POPULATION
Here the researcher selected 250 customers who purchased different brands of Royal Enfield.
SAMPLE SIZE
It refers to the number of items to be selected from the universe to constitute a sample. An
optimum sample is one, which fulfills the requirement of efficiency, representative, reliability and
flexibility. So the researcher selected 100 respondents as sample from the population.
SAMPLING METHOD
Sampling technique used in the study is convenient sampling which comes under the purposive
sampling which is also called non- random sampling.
DATA COLLECTION
The collection of data is the primary step in statistical investigation. Collection of data is process
of enumeration together with the proper recording of results. The success of an enquiry depends upon
proper data collection. The methodology of this study involved collection of the primary data and the
secondary data.
SOURCE OF DATA
Data are the raw materials in which the research works. The task of data collection begins after
research problem has been defined and research design chalked out. The data collection is classified as
Primary data and Secondary data.
A)PRIMARY DATA

Primary data are collected directly by way of using questionnaires as well as by meeting the
company managers, service head, store keeper and also few sales executives of different agencies.
So it will be reliable and accurate and can easily by respondent
B)SECONDARY DATA
These are data already collected and recorded. Here secondary data were collected from the
company‟s office records like customer register and delivery book, newspapers, official website of
Royal Enfield, other web sites, library books and also from previous project reports in related
areas.

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STATISTICAL TOOLS USED
 PERCENTAGE ANALYSIS
This is the simplest way to analysis different types of data in this method percentage rate of
each data was found that and with respect to total and with the help of the percentage (%) rate the
analyzing the data was carried out.
 Pie Diagram.
 Doughnut
 Bar Diagram
 CHI-SQUARE TEST
Chi square test is the important type of non parametric tests. Non parametric tests are used
when assumptions required by the parametric counterpart tests are not met are questionable. All
test involving ranked data are non parametric. In non parametric tests no assumptions are made
about the parameters of population from which we draw our samples are made. These tests are
distribution free.
It explains the magnitude of difference between observed frequencies and the theoretical
or expected frequencies under certain assumptions. With the help of chi square test we are able to
find out whether such differences are significant or insignificant and could have arisen due to
sampling fluctuations.
ANALYSIS OF DATA
TABLE AND FIGURE SHOWING THE RESPONDENTS’ KNOWLEDGE ABOUT THE ROYAL
ENFIELD
TABLE-1

SL NO OPTIONS NO.OF RESPONDENTS PERCENTAGE

1 YES 100 100%
2 NO 0 0%
TOTAL 100 100%
Source : Primary Data FIGURE-1

100%
80%
60%
40%
20%
0%

YES
NO
PERCEN…

INTERPRETATION: The above table indicates that the whole respondents under the study had already
heard about the Royal Enfield.

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TABLE AND FIGURE SHOWING RESPONDENTS’ SOURCE OF INFORMATION ABOUT
ROYAL ENFIELD
TABLE-2

SL NO OPTIONS NO OF PERCENTAGE
RESPONDENTS
1 ADVERTISEMENTS 2 2%
2 FRIENDS & RELATIVES 76 76%
3 DEALERS 8 8%
4 BY SEEING ON ROAD 14 14%
TOTAL 100 100%
Source : Primary Data

FIGURE-2

ADVERTISEMENTS
2%

BY SEEING ON
ROAD
14%

DEALERS
8%

FRIENDS &
RELATIVES
76%

INTERPRETATION: From the above table and figures it is clear that 76% of customers had heard about
Royal Enfield from their friends and relatives, 14% by seeing on road, 8% from dealers and rest of 2%
from advertisement.

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TABLE AND FIGURE SHOWING THE MODEL OF ROYAL ENFIELD WHICH ARE USED BY
RESPONDENTS
TABLE-3

NO.OF
SL NO MODEL PERCENTAGE
RESPONDENTS
1 BULLET STANDARD 60 60%
2 ELECTRA 18 18%
3 CLASSIC 350 CC 8 8%
4 CLASSIC 500 CC 4 4%
5 DESERT STORM 0 0%
6 CHROME 0 0%
7 TBTS 350 CC 6 6%
8 TBTS 500 CC 4 4%
TOTAL 100 100%
Source : Primary Data

FIGURE-3

BULLET STANDARD ELECTRA CLASSIC 350 CC

CLASSIC 500 CC DESERT STORM CHROME
TBTS 350 CC TBTS4%
6% 500 CC
0%
4%

8%

18% 60%

INTERPRETATION:
It is clear that 70% of respondents are using Bullet Standard, 18% are using Electra, 8% are using
Classic 350 CC, 4% are using Classic 500 CC, 6% are using TBT 350 CC, 4% are using TBT 500 CC and
no respondents under study are using the models like Chrome and Desert Storm.

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TABLE AND FIGURE SHOWING THE MOST REQUIRED FEATURE FOR RESPONDENTS
WHILE PURCHASE A BIKE
TABLE-4

REQUIRED NO OF
SL NO PERCENTAGE
FEATURE RESPONDENTS
1 COST 2 2%
2 STYLE & POWER 70 70%
3 FUEL EFFICENCY 19 19%
4 RESALE VALUE 9 9%
TOTAL 100 100%
Source : Primary Data

FIGURE-4

COST STYLE FUEL EFFICENCY RESALE VALUE

2%
9%

19%

70%

INTERPRETATION:
It is clear from the study that 70% of respondents provide importance to style & power, 19%
provide importance to fuel efficiency, 9% provide importance to re sale value and only 2% of respondents
provide importance to cost.

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TABLE AND FIGURE SHOWING THE RESPONDENTS’ ORDER OF PURCHASING
PREFERENCE
TABLE -5

3RD 5TH 6TH

SL OPTION 1ST 2ND 4TH TOTA
PLAC PLAC PLAC
NO S PLACE PLACE PLACE L
E E E
ROYAL
1 79% 0% 7% 0% 14% 0% 100%
ENFIELD
2 HONDA 7% 50% 43% 0% 0% 0% 100%
YAMAH
3 0% 36% 29% 7% 7% 21% 100%
A
4 HERO 7% 7% 21% 43% 22% 0% 100%
5 BAJAJ 7% 7% 0% 36% 36% 14% 100%
6 TVS 0% 0% 0% 14% 21% 65% 100%
TOTAL 100% 100% 100% 100% 100% 100%
Source : Primary Data

FIGRE-5

80
70
60
50
40
30
20
10
0
ROYAL HONDA YAMAHA HERO BAJAJ TVS
ENFIELD
1ST PLACE 2ND PLACE 3RD PLACE

INTERPRETATION:
The above table and figure shows respondents order of selection from different companies.79% of
respondents provided 1st place to Royal Enfield and none opined 6th place to Royal Enfield. None of the
respondents provides 1st place to Yamaha and TVS. Only 7% of respondents provided 1st place in case of
Honda, Hero and Bajaj. It is noted that a majority of 65% of respondents provides only 6th place to TVS.

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TABLE AND FIGURE SHOWING THE RESPONDENTS’ OPINION ABOUT THE REDUCTION
IN USE OF ROYAL ENFIELD AMONG YOUNGSTERS

TABLE-6

NO OF
SL NO OPINIONS PERCENTAGE
RESPONDENTS
1 STRONGLY AGREE 0 0%
2 AGREE 29 29%
3 DISAGREE 57 57%
4 STRONGLY DISAGREE 14 4%
TOTAL 100 100%
Source : Primary Data

FIGURE-6

60

50

40

30
PERCENTAGE

20

10

0
STRONGLY AGREE DISAGREE STRONGLY
AGREE DISAGREE

INTERPRETATION:
The above table shows that none of respondents strongly agree, 29% are agree, a majority of 57%
are disagree and 14% are strongly disagree that there is a reduction in use of Royal Enfield among
youngsters

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CHI-SQUARE
RELATIONSHIP BETWEEN FACTORS INFLUENCING THE BUYING DECISION AND MAIN
ATTRACTION OF ROYAL ENFIELD
AIM: This test is done to find out the significant relationship between the factors influencing the two-
wheeler buying decision the main attraction of Royal Enfield

Most required
Feature STYLE
FUEL & RESALE TOTAL
Main COST EFFICIENCY POWER VALUE
attraction

STYLE 1 4 55 4 64

FUEL
EFFICIENCY 0 0 0 0 0

RESALE
VALUE 1 1 3 2 7
EASINESS
OF USE 0 14 12 3 29

TOTAL 2 19 70 9 100

NULL HYPOTHESIS (HO)

There is no significant relationship between the factors influencing buying decision and the main
attraction of Royal Enfield.
ALTERNATIVE HYPOTHESIS (H1)
There is significant relationship between the factors influencing buying decision and the main attraction
of Royal Enfield.

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Chi-square calculation
O E O-E (O-E)2 (O-E)2/E

1 1.46 -.46 0.2116 0.1449

0 0 0 0 0

1 0.14 0.86 0.7396 5.2829

0 0.58 -.58 0.3364 0.58

4 12.16 -8.16 66.5856 5.4758

0 0 0 0 0

1 1.33 -.33 0.1089 0.0819

14 5.51 8.49 72.0801 13.0817

55 44.8 10.2 104.04 2.3223

0 0 0 0 0

3 4.9 -1.9 3.61 0.7367

12 20.3 -8.3 68.89 3.3936

4 5.76 -1.76 3.0976 0.5378

0 0 0 0 0

2 0.63 1.37 1.876 2.9778

3 2.61 0.39 0.1521 0.0583

100.18 34.6737

Level of significance of χ2 =0.05 choose to test

Formula is χ2=(O-E)2/E
O=Observed frequency
E=Expected frequency

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E=Row total*Column total/Grand total
Degree of freedom=(r-1)(c-1)=(4-1)(4-1)
=3*3
=9
Table value of Chi-square at 5% level of significance at 9 degree of freedom(Chi square value)=16.919
Computed value=34.6737

INFERENCES
Since the calculated value is greater than the table value, we accept the alternative hypothesis
(H1) that there is no significant relationship between the factors influencing buying decision(required
feature) and the main attraction of Royal Enfield.

FINDINGS

 It is clear from the study that a majority having 76% of respondents had heard about Royal
Enfield from their friends and relatives.
 Advertisement is rare in case of Royal Enfield.
 Majority of Royal Enfield customers are giving importance to style and power. Style and
power is the main attraction of Royal Enfield.
 Whole customers are satisfied in the resale value of Royal Enfield. It also shows that the
second hand market for Royal Enfield is satisfactory.
CONCLUSION
By the Study entitled “A STUDY ON CUSTOMER PERCEPTION TOWARDS ROYAL ENFIELD WITH
SPECIAL REFERENCE TO MALAPPURAM DISTRICT” was undertaken with the objective of finding
out customer‟s perception level on Royal Enfield bikes. Here adopted suitable methodology for data
collection and analysis. It is clear from the study that the most customers of Royal Enfield are highly
satisfied in almost all areas offered by Royal Enfield. And most majorities among the satisfied customers
are delighted customers. This study reveals that by way of reducing the lead-time, improving fuel
efficiency, service and advertisement and by introducing new models capable to compete with the
fresher‟s in the market, Royal Enfield can easily make the whole customers into highly delighted
customers.

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REFERENCES
TEXT BOOKS

 MARKETING MANAGEMENT.
-Kotler Philip

Pearsons Education-Singapore. Pvt.Ltd. (12th edition-2006).

-Rajan Saxena
Tata Mc Graw, Hill publishing Co. New Delhi (2nd edition-2002).
-Sonatakki.C.N
Kalyani Publishers, New Delhi-2001.

 SERVICE MARKETING.
-S.M.Jha
Himalaya Publishing House, Mumbai (2009).

 MARKETING AND BRANDING; THE INDIAN SCENARIO.

-Ramesh Kumr.S
Pearsons Education-Singapore. Pvt.Ltd (2007).

 RESEARCH METHODOLOGY
-C.R.Kothari
New Age publication-New Delhi (2nd Edition-2005)
WEBSITES
 Google
 Official website or Royal Enfield.
 Investopedia.
 Wikipedia.

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