Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder 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.

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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11

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 Vtwin 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 The Oxford college of Business Management.
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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11

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 rideto-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. The Oxford college of Business Management.
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Page 4 . A few of the original Redditch factory buildings remain (2009) and are part of the Enfield Industrial Estate. The Redditch factory ceased production in 1967 and the Bradford-on-Avon factory closed in 1970. clip-on handlebars and rearset footrests. Enfield Indians The Oxford college of Business Management. and still going. it would appear that Royal Enfield is the only motorcycle brand to span three centuries. Mitchell's of Birmingham. An oddity was the 250 Super 5. so a limited run of Rickman Interceptors were promptly built. fitted with the Villiers 247 twin two-stroke engine. a 248 cc pushrod OHV single producing 18 bhp (13 kW). As far as the motorcycle brand goes. Royal Enfield produced a number of 250 cc machines. first Superbike During the onslaught of the better engineered Japanese motorcycle manufacturers in the late sixties and early seventies. 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. it sported lots of chrome and strong performance. was launched. completing the quarter mile in less than 13 seconds at speeds well above 175 km/h (105 mph). with continuous production. The biggest-selling of these was the Royal Enfield Crusader. After the factory closed a little over two hundred Series II Interceptor engines were stranded at the dock in 1970.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 in the late 1950s and early 1960s. though. Other variants were the 250 "Turbo Twin". with GRP tank. a 21 bhp (16 kW) variant called the GT Continental. His export agents. In 1965. which meant the end of the British Royal Enfield. The main problem of the Rickman brothers had always been engine supplies. mainly notable for its use of leading -link front suspension (all the other 250 models had conventional telescopic forks). These engines had been on their way to Floyd Clymer in the US. five-speed gearbox (which was also an option on the Crusader). Made largely for the US market. They approached the Rickman brothers for a frame. the English factories made a final attempt with the 1962 1968 series I and Series II. who unfortunately had just died. It sold well with its "cafe racer" looks. were left to dispose of them.

for use patrolling the country's border.[12] In 1955. 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. Royal Enfields were painted red. are on a 6 month wait-list. the 350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai). 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. The Indian government ordered 800 350 cc model Bullets. The Oxford college of Business Management. Page 5 . which in spite of their modern engines look as much a classic as their 1950 counterparts. an enormous order for the time. But Americans were not impressed by the badge engineeringand the marketing agreement ended in 1960. Royal Enfields were available in the US Enfield India (1949 present) Royal Enfield motorcycles had been sold in India from 1949. the Redditch company partnered Madras Motors in India in forming 'Enfield India' to assemble. In 1955. Madras Motors owned the majority (over 50%) of shares in the company. under licence. 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. the Indian government looked for a suitable motorcycle for its police and army. Under Indian law. and from 1961. In 1957 tooling equipment was sold to Enfield India so that they could manufacture components. This retooling has sparked such an interest in these bikes that they have started double shifts at the plants. The Bullet was chosen as the most suitable bike for the job. These bikes.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 From 1955 to 1959.

The emphasis was on the public transport vehicles as also on 1950. Laterally. and moped. India share a world automotive output as increased from 0.3Industrial 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.1% to 0.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 1. rural areas too greater preferences is being accorded as cycles are leaving place to powered driver two wheelers such as scooters. 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. motorcycles. Page 6 . motorcycles and moped where effect mainly in urban areas. 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. The Oxford college of Business Management.4% only. The year 1982.

73% in two previous years. The growth in 80s was due mainly to changing taste and improving thestandards of living. Page 7 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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.57 lakhs units 1. Even greater preference for motorcycle and larger incremental sales of 1.48% against 20.45 lakhs unit respectively in two previous years.32% and 25. The Oxford college of Business Management. 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. With an enlarging base there is necessarily be a slowdown in growth rate.79 lakhs from 17.83 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 1.49 lakhs units and 4. but even in absolute terms sales where higher by only 3.64% to 29.63 lakhs unit in 1993-94.05 lakhs in 96-97 against 4.69 lakhs units against 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. 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. 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.

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. 19. The Oxford college of Business Management.94%. The hike in petroleum product has been discouraging factor there was probably saturation in demand for scooters and motorcycles particularly in some areas. The trends in production and sales indicate that motorcycles are being preferred for to greater extend than other vehicles.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 But the aggregate sales of two wheelers have risen by 7. larger capacity may have to be created for turning of motorcycles. Page 8 . If this continues in evidence in coming year.54% respectively in the 3 years under the reference.40% and 13. The proportions of motorcycles on the other hand have been rising at a faster rate.

There was the problem of surplus and overproduction as an aftermath of the war.4 Theoretical background of the study Modern marketing system evolved after First World War (1914-1918). Recovery measures to boost trade and commerce were introduced by the countries. Marketing was considered as business activity. 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.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 1. The Oxford college of Business Management. 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. Page 9 . There was a shift in emphasis from commodity to institution to deal with trade situation. it could be said that top executives spend less time on profit maximization. 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. The latter half of 20th century changes in the attitudes among producers and in success. The modern approach to marketing is management oriented representing professionalization in exchange relationship. the world depression brought business failures. Marketing has been a vital function. With the main motive of profit. but more time to create repeat sales with an impression to create wider market for their commodities. significant to the fulfillment of the business objectives and consumer oriented techniques are adopted to suit the socio economic need of the country. Growth of organization was considered necessary to meet the growing demands of the people.

Each element of this definition is important 1) Buyer behavior is involved both individual (pshylogical) process and group (social) process. hence. 2) Buyer behavior is reflected from awareness right through post purchase 3) Buyer behavior includes communication. evaluate. social and physical behavior of potential customer as they become aware of. purchase.it is attempting to understand and predict human action in the buying role. Page 10 . consume and tell other about product and service. social environment play an important role in shaping buyer behavior.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Buyer behavior Buyer behavior is a comparatively new field of study . It has assumed growing importance under market oriented or customer oriented marketing planning s and management Buyer behavior is defined as all psychological. purchasing and consuming behavior 4) Consumer behavior is basically social in nature. 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 The Oxford college of Business Management.

compared with brand equity [11]. Colloquially. individual branding strategies The greater a companies brand equity. hypothesizing only positive brand equity is created by marketing activities such as advertising.5Brand Awareness Brand awareness is a marketing concept that measures consumers' knowledge of a brand's existence. Page 11 . All of these calculations are. due to catastrophic events to the brand. There are two schools of thought regarding the existence of negative brand equity. brand awareness has influence on buying behaviour of a buyer. In fact. PR. 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. the greater the probability that the company will use a family branding strategy rather than an individual branding strategy.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 1. The brand-related negative intangible assets are called brand liability . 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. A more complete understanding of the brand can occur if multiple measures are used. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. This is because family branding allows them to leverage the equity accumulated in the The Oxford college of Business Management. at best. A second perspective is that negative equity can exist. for example). One perspective states brand equity cannot be negative. approximations. Family branding vs. and promotion. 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. such as a wide product recall or continued negative press attention (Blackwater or Halliburton.

e. Recently. knowledge that the brand is a member of a particular product category.Either the brand name or both the brand name and category name are presented to respondents. Aspects of brand equity includes: brand loyalty. Examples of such measures include: Brand recognition . 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. simply reflecting their difficulty.  Top of mind awareness .g.  Brand recall . actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). Page 12 . this came about because most market research in the 20th Century was conducted by post or telephone. product or service class. Research on metrics  There has been discussion in industry and practice about the meaning and value of various brand awareness metrics. and perception of quality.the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category. but only the first brand recalled is recorded (also known as spontaneous brand recall). 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 has led many textbooks to conceptualise brand awareness simply as its measures. For example a respondent may be asked to recall the names of any cars he may know. soft-drinks. association. that is. The Oxford college of Business Management. an empirical study appeared to put this debate to rest by suggesting that all awareness metrics were systematically related.as above. awareness. or any whisky brands he may know. as distinct from brand recognition.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 core brand. Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. Common market research usage is that pure brand recall requires "unaided recall". However.

The first recalled brand name (often called "top of mind") has a distinct competitive advantage in brand space. offerings. For top of mind recall measures. "Aided recall" measures the extent to which a brand name is remembered when the actual brand name is prompted. For example. Brand Recognition Brand Recognition is the extent to which a brand is recognized for stated brand attributes. Similar low levels of consistency in response have been recorded for other cues to elicit brand name responses The Oxford college of Business Management. A broader view of brand recognition is the extent to which a brand is recognized within a product class for certain attributes. companies want to look for high levels of unaided recall in relation to their competitors. Stability of responses While brand awareness scores tend to be quite stable at aggregate (level) level. Logo and tagline testing can be seen as a form of brand recognition testing. An example of such a question is "Do you know of the "Honda" brand?" In terms of brand exposure. In this case. logo or attribute (safety and Volvo. individual consumers show considerable propensity to change their responses to recall based brand awareness measures. Page 13 . parts. "Just do it" Nike) a certain level of brand recognition is present. In some cases brand recognition is defined as aided recall . or communications. brand recognition is the extent to which a brand name is recognized when prompted with the actual name. if a product name can be associated with a certain tagline. consumers give the same answer in two interviews typically only 50% the time .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Some researchers divide recall into both "unaided" and "aided" recall.and as a subset of brand recall. as it has the first chance of evaluation for purchase.

developing a brand product requires a great deal of long marketing investment. most consumers would perceive a battle of white linen perfume as a high quality. sign. But a same perfume is a unmarked battle would likely we viewed as lower in quality even the fragrance where identify. a brand can deliver up to four levels of meaning. maintain. For example. benefits and services to buyers the best hands convey a warranty of quality. Page 14 . A brand is a sellers promise to deliver consistently as specifics set of features. expensive product. 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. A brand is name term. Thus a brand identifies a market in selling a product. especially for advertising. protect. According to a marketing executive. Branding has become a major issue in product strategy on the one land. a) Attributes b) Benefits c) Values d) Personality The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 1 Branding Consumer view a brand as an important part of product and Branding can add value to product. promotion and packaging What is branding? Perhaps the most distinctive skill of professional marketers is their ability to create. symbol. enhance brand.

It also helps in making out how well company is ding in the market with respect to their competitors The Oxford college of Business Management. Page 15 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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.

Marketing researchers engage in a variety of activities. The Oxford college of Business Management. ranging from market potential & market share studies. distribution & promotion Activities. In each situation. Marketing researchers engage in a variety understanding of the marketing process.1 DESCRIPTION OF MARKET RESEARCH Marketing research is the systemic design. to generate. analysis & reporting the findings relevant to specific marketing situation that the company faces in regard to specific marketing problems. the marketing intelligence will not provide the detailed information needed by the managers. to monitor marketing performances. define evaluate the market. They often require formal studies of specifics situations. So it is required to go from marketing research. Whether a company uses outside agency its own research depends upon their skills and resources available. A company can conduct market research in its own research department or have some outside agency to do it. It is used to identify & define marketing opportunities & problems. Marketing research is the function that links the marketer to the consumers and the public through information.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. collection. Manager cannot always wait for information to achieve in bits and pieces from the marketing system. product. to assess the consumer satisfaction & purchase behavior to the studies. and to improve understanding of the marketing process. Page 16 .

education level. income. quality. status. pride ness. mobility pattern. good performance or services etc. The Oxford college of Business Management. Consumers generally have some perceptions in their mind about the product before buying it. tasks etc. This may be of price.2 STATEMENT OF THE PROBLEM: The consumer market consists of all the individuals and households who buy or acquire goods & services for personal consumption.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. The consumers ranges tremendously in age. This study has therefore been conducted to evaluate the market to ascertain the brand awareness of Royal Enfield Thunderbird. color. Page 17 . these perceptions of the consumer are very vital in their decision making procedure. durability.

1. Page 18 .3 OBJECTIVE OF THE STUDY: The following are the objective of the study. 2. To come out with necessary suggestions & conclusions based on analysis. To identify the brand awareness of the prospective consumers in relation to Royal Enfield Thunderbird. 3. The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. To study the factors influencing the buying decisions of the consumers. To identify the pre purchase behavior of customers. 4. by interpretation of the data.

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. makes the project more useful by developing the needed information for internal company records. Page 19 . Thus the survey has a great scope both for the company as well as the Brand. This information also proves useful to managers in the right form at the right time in order to help them for better marketing decisions.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 Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. The information. which was gathered from the project study.

Following are the basic needs for this study: 1.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. To collect the pre purchase behavioral attitude of the prospective buyers. Page 20 . 3. To conduct a market survey and study the brand awareness of Royal Enfield Thunderbird in Bangalore city 2. To come out with necessary suggestions to improve the level of consumer awareness and attitude towards the vehicle and hence to improve its sales. So it is necessary to clarify the position of the product of a particular company about its quality and market demand. The Oxford college of Business Management.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.

The Oxford college of Business Management. The data have been collected by circulating questionnaires to select a few sample audiences only. The questioners was prepared by keeping in mind the following factors -Simplicity. 3. 2.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. average mean method. All primary data is draw and reflects the actual intentions of the respondents. analysis and pie-charts. 1. percentage. complexes of the data in the logical sequence of questions. tabulated and analyses into logical statements using simple statistical methods like tally making. Page 21 .6 REACHERCH METHODOLOGY: Questionnaire was only research instrument used by asking a series of questions. The data collected has been coded.

1. 3.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Research Process: The marketing research process consists of four steps. Developing the research plan for collection information. Page 22 . 2. Implementing the research plan. 4. Defining the key problem & research objectives. Interpreting and reporting the findings. The Oxford college of Business Management.

However all precaution were taken to avoid sampling and field errors by uniform coverage of the consumer chosen for sampling. coding and tabulation of data and appropriate statistical techniques were used which ultimately helped analysis and draw conclusions.7 SAMPLING PROCEDURE: The method of convenient sampling was used for the study. Page 23 . The Oxford college of Business Management. 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. was taken as the location of survey. 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. The processing of data consists of editing. Sampling Location: The garden city Bangalore.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. This is because of the fact that extensive consumers had to be conversed within a limited time.

2.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. Secondary sources.8 Sources of Research: Keeping in view the objective of the study. 1. They are Primary sources and secondary sources. The Oxford college of Business Management. The information which was collected using questionnaire method from the respondents is a primary source of data. 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. Page 24 . the conventional marketing research program and the procedure for the study consist of the following elements. The data was collected through two sources. Primary sources. It is original data gathered specially for project study. It includes directed contacts with respondents regarding their responds towards the product. A secondary source of data includes the findings on the bases of research done by outside organization.

which are collected fresh and for the first time.9Research collection Instruments: While deciding about the method of data collection to be used for the study. 2. The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 2. A questionnaire consists of a number of questions printed or typed. 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. Primary data: The primary data are those. Page 25 . they are:- 1. the researcher should keep in mind two types of data. 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.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11

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.

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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11

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 invalidates the report. due to circumstances which

6) Emergency of new aspects on conditions in the relevant field to certain level which will destroy the report.

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Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11

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.

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Its exquisite range of motorcycles combines distinctive styles with power. thus marking the beginning of the era of motorcycling in India. But. meaning the entire bike was being manufactured in India. Page 29 . 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. eventually the entire bike was manufactured the 500cc bullet. India. riding comfort and ruggedness to deliver a unique motorcycling experience. Then. The Eicher Chapter in 1990. mudguards and frames followed. exports. garments.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 The first plant was set up at Madras. Royal Enfield entered into a strategic alliance with the Eicher and later merged with Eicher Group in 1994. It is the dream choice of every motorcyclist in India with even Indian Army and Police endorsing the Bike. the company has made considerable investments in modernizing its manufacturing technology and systems and in 1996. commercial vehicles. Soon. automotive gears. they too were being made indigenously. Since then. The Eicher Group. The Oxford college of Business Management. India. management consultancy and motorcycles. And before long. By it s the bullet dominated and continues to dominate the Indian roads. is one of the Indian s leading automotive group with diversified interests in the manufacture of Tractors. Enfield began sending engine kits for assembly. 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.

it also has an online supply chain management system in operation Collaborations Royal Enfield has technology tie-up with: .Criterion Engineers. 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. concurrent engineering and testing process. Royal Enfield was also amongst the first Indian companies to introduce enterprise resources planning (ERP) systems to manage its operations . UK The Oxford college of Business Management. AVL of Austria . When introducing a new product. and that is just what Royal Enfield has done at Chennai manufacturing facility. An active in. design.top-notch designers work continuously to come up with innovative bikes to meet the market s expectations. Royal Enfield is amongst the first few Indian companied to obtain the WVTA (Whole Vehicle Type Approval) for meeting the European Community norms.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 When the government decided to impose stringent norms for act Royal Enfield was the first motorcycle manufacturer to comply.house research & development wing is constantly at work to meet changing customer preference and the challenge of Indian and international environment standards. this team undertakes all related planning which includes a rigorous customer contact programme. Page 30 . UK .Fritz Egli of Switzerland . The bike design team at royal Enfield is well known equipped with high end CAD/CAM workstation and the latest modeling software .cranfield university.

go through a series of modernization and improvement efforts . it has obtained the ISO 14001 Quality certificate.Bahrain. stastical process controls and flexible manufacturing system.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. These exports motorcycles to over 30 countries like the USA . with a number of automated processes .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Manufacturing Royal Enfield s manufacturing operations . who are geared to supply according to the company s stringent quality standards. The Chennai manufacturing facility has received the ISO 9001 Certification for managing its operations in a clean and safe environment. 25 spare parts distributors and stockiest and 150 authorized service centers.Japan . only if you get close to them this though process has driven royal Enfield to set up has wide network of 13 marketing offices.25 importers of and over 200 dealers across the globe. 223 dealers in all major cities and tone s.UK Germany and many European countries through 5 international offices . Page 31 . The Oxford college of Business Management.the company has put in place modern manufacturing practice like cellular layouts . The company works closely with all of its suppliers . Royal Enfield ensures that all components used in bikes are sourced from the best vendors in the Indian automotive industry.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 3.6 crores from Rs 577.6crores (Rs 21. While Gross sales have increases 9.5 from Rs 494. After providing for depreciation of Rs 23.7 crores from Rs 42.2 crore for the year has been recognized in the profit and loss account for the year. part the Rs 1200 crore Eicher Group. issued by the institute of Charted accounted of India. the net loss (after tax) for the year is Rs 11.4 crores in the previous year net sales are up 11.0 crores in the previous year )Further deferred tax credit of Rs 6.5 crores in the previous year a swing of Rs 34. reporting a cash profit of Rs 16 crores in the financial year ended March 2002 as against a cash loss of Rs 21. the company has made provision for deferred tax liabilities.9% to Rs634. has achieved dramatic progress in its turnaround strategy.2 crore in the previous year.2crores in the previous year )and Rs 24.9 crores in the previous year ) the result show a whapping 82%reductin in the loss(before amortization VRS costs) to 7. A charge of 9.crores in the previous year.8 crores.2 present status of the organization Eicher limited.4%to Rs 550.0 crores as compared to Rs 51. As a result.5 crores for has been made towards expenditure on voluntary retirement scheme (Rs 9.9 crores of interest (Rs 23. The Oxford college of Business Management. Page 32 . In accordance with the mandatory Accounting Standard on deferred taxation.5 crores in the previous year.

materials. Bullet s realization per bike has increased significantly on account of aggressive pricing. 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. our strategy has been twofold: top line growth through introduction of new product in high growth segments. Eicher group said over the last year. 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%.2001 Speaking on the performance of Eicher private limited. 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.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 The cumulative deferred tax liability as at 31. S Sandilya chairman and CEO. reduction in material costs and lower level discounts. Bullet Electra has been well accepted in the market and currently accounts for 60% of our motorcycles sales. and aggressive marketing and focus on cost reduction covering manpower.8 crores has been provided by charging the same to the surplus in profit and loss account as on1. overheads and working capital costs. The Oxford college of Business Management. enhancement of our distribution network. Bullets have also substantially improved the reach and effectiveness of the distribution system.03 2001 of Rs23. Page 33 .04.

5 48.2 8.0 7.2 47.9 0.5 1.3 25.8 1.3 16. To over 30 countries including USA.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 The exports grew by 45% in the year 1616 motorcycles from 1127 in the previous year. . Royal Enfield today exports motorcycles.0 Page 34 The Oxford college of Business Management.5 0. The comparative market share of the motorcycle manufactures during the year ended 31st march 2010 during the year Motorcycle 2009 2010 Change in ms -0.0 1.0 -0.4 -1.6 0.2 -0.8 1. UK Germany and Japan.0 0.2 TVS Motors Ltd.7 1.5 0.6 Bajaj Auto ltd Hero Honda Motors Ltd Kinetic Engg Ltd LML Ltd Royal Enfield motors 24.0 100. Yamaha Motor India Ltd Total 15.1 100.

Page 35 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 The comparative market share of motor cycle manufactures during the year ended 31st march 2010 100 80 60 40 20 0 bajaj -20 2009-2010 change in MS hero kinitic LML LTD Enfield TVS Yamha Total The Oxford college of Business Management.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 3. 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 : single cylinder.V(constant vacuum) carburetor for instant start.3 product profile Technical specification and features of royal Enfield thunderbird cruiser bike Technical specification Engine Engine capacity Max.75kg-m@3500rpm : 5speed : CDI : 12vAC/DC : 1370 : 3. Page 36 . 4stroke Air cooled : 350cc :2.torque Gears Ignition Electrical Wheel base Tyre 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.25*19 6/4pr The Oxford college of Business Management.

The Oxford college of Business Management.the departments are classified on the basis of function they perform . 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.the department head have a complete control over their respective department and the subordinate below them . quality control of the production. Page 37 . finance department.they are production department.which is the head quarter of the royal Enfield bullet.due to which the company has increased its prestige . thus it has helped the company in capturing a market share etc .sales and service department.who has direct contact with the managing director . each department is headed by a departmental head . Engineering.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 3. research and development of the production and the material management . 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.the engineering department of the organization also has contributed a lot of the improving design .4Functional department of the organization The organization has 5 departments for efficient running of its activities . sales department . productivity.style and performance of the product. personnel department purchase department.the production unit of the company is located in Chennai .

development and motivation. training. The main objective of this department is recruitment. customer etc. 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. The Oxford college of Business Management. Beside the company has substantially invested in research and development of the human factor. This department was to increase sales of the vehicle and provide better services to customer.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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. It is the head of personnel manager. Page 38 . 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. 3)personal development The personnel development department of the company is connected with the human factors working in organization.

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 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 4)Purchase department The purchase department of the company is closely related with the production department.similarly there is also co-ordination between finance and purchase department in the organization . The Oxford college of Business Management. to increase the network of the share holder. raising of funds from public and effective utilization of funds. and also the financial forecasting.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. Page 39 .

pie. edited . tabulation & interpreted in this chapter for analysis & interpreted of primary data.1 classification & tabulation of data Introduction: Primary data obtained from the respondents has been classified. 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. tabulates. 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.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 4. Analysis and findings of data : In this chapter .coded. bar diagrams etc. investigator has used many stastical tools and graphical representation has been used for better presentation of availed data. charts. The Oxford college of Business Management. analyzed & interrupted by using various statistical tools such as the percentage analyzed. Page 40 . The data has been classified.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 4. Page 41 . of respondents Percentage 18 34 28 8 4 8 100 18 34 28 8 4 8 100 The Oxford college of Business Management.2) statistical analysis and interpretation of data Table no.1: consumer in terms of group age variables 18-22 22-26 27-30 31-34 35-38 39-42 Total No.

The age group 18-22 has responses.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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. 35-38 and 39-42 has 8. 4&8 respectively. Page 42 . The Oxford college of Business Management. The elder age group of 31-34.

Page 43 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no: 2 Two wheelers currently owned by respondents. Variables Yamaha rx Splendor Kawasaki Caliber Bullet Suzuki fiero Yezdi Scooters Others Total No. of respondents 22 32 6 6 10 4 6 8 6 100 Percentage 22 32 6 6 10 4 6 8 6 100 The Oxford college of Business Management.

The Oxford college of Business Management. Page 44 . Others including mopeds &cars made 6%. Suzuki fiero contributed 4%.royal Enfield customers were at 10%. Scooter owners were among the respondents who figured 8%. Currently owned Two wheelers 100 90 80 70 60 50 40 30 20 10 0 Analysis: from the above table it can be assessed that most people prefer hero Honda splendor 32%. Bajaj caliber & yezdi figured 6%each. Kawasaki Bajaj rtz. Yamaha also has a major share of the whole with22%.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Bar diagram no: 2: two wheelers currently owned by respondents.

of respondents 78 22 100 Percentage 78 22 100 The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no: 3 mode of purchase (current owners) variables Cash finance Total No. Page 45 .

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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 . Page 46 . The Oxford college of Business Management.the cash price contributes 78%. People opting for finance make only 225 of the whole.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no: 4 respondents planning for exchange or another two wheeler Variables Yes No Total No. of respondents 80 20 100 Percentage 80 20 100 The Oxford college of Business Management. Page 47 .

Page 48 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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. The Oxford college of Business Management.

of respondents 4 4 48 8 12 4 20 100 Percentage 4 4 48 8 12 4 20 100 The Oxford college of Business Management. Page 49 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no: 5 models opting for exchange or another two wheeler Variables CBZ Boxer Thunderbird Machismo Pulsar Eliminator No exchange Total No.

Bullet thunder bird 48%.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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 No of respondents Analysis: the above graph shows 20% respondents who are unwilling to go for exchange or another vehicle. Page 50 . pulsar 12% machismo8%. All the ones opting for an exchange had varied difference in the choice of their vehicle. CBZ 4%. The Oxford college of Business Management. Bajaj boxer 4% & eliminator with4%.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no 6: respondents against the features and price of the thunderbird bike Variables Mileage Power/pick-up Price Looks/aesthetics Durability Maintenance Total No. of respondents 18 26 1 27 20 8 100 Percentage 18 26 1 27 20 8 100 The Oxford college of Business Management. Page 51 .

maintenance makes up the latter half of the lot with 18%. Price was the least of the concern with only1%. 8%. Mileage. power /pick up& durability take a vital role in their choice of vehicles which figured 27%.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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 No of Respondents Analysis: it can be inferred from the table that looks. The Oxford college of Business Management. 26%&20% respectively. Page 52 .

of respondents 89 11 100 Percentage 89 11 100 The Oxford college of Business Management.7 Respondents about test ride variables Yes No Total No. Page 53 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no .

friends etc. The Oxford college of Business Management. those of which who not take a prior test rode constituted 11%. Page 54 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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.

of Respondents 88 06 06 47 24 29 65 29 06 59 24 17 65 11 24 65 24 11 59 24 17 47 29 24 Percentage 12.5 Left/ Toe Gear Shift 12.5 100% Total The Oxford college of Business Management. Page 55 .5 Ease of parking 12.V Carburetor 12.5 Seating comfort Aesthetics/ looks 12.5 12.5 Pick Up 12.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no.5 C.5 5 Speed Gear Box 12.8 Respondents opinion of the bike on the basis of various factors Variables Ease of Starting Delighted Good Average Delighted Good Average Delighted Good Average Delighted Good Average Delighted Good Average Delighted Good Average Delighted Good Average Delighted Good Average No.

the 5 speed gear and the toe shift was also the factors that were liked with 76%& 89% respectively. The Oxford college of Business Management. The comfort provided by thunder bird had the highest with 94% in favor of it . Page 56 . Among the less favored was the parking convince with over 25% not preferring it.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no 8: respondent s opinion of the bike on the basis of various factors 90 80 70 60 50 40 30 20 10 0 Starting Parking Comfort Looks 5 Speed Left/Toe Pick up shift CVC Delighted Good Average Analysis: the above table brings about strong opinions on the bike. which makes the bike preferred among the consumer. Starting & comfort other bike had the least average bid with only 6%.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no 9: most preferred colour variables Purplish blue Riviera red Ocean black Silver ash Total No. Page 57 . of respondents 22 44 20 14 100 Percentage 22 44 20 14 100 The Oxford college of Business Management.

Page 58 .9: most preferred colour 14% 22% 20% Purplish Blue Riviera red Ocean Black 44% Silver Ash 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.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Pie diagram table no. The Oxford college of Business Management.

most preferred brake systems variables Disk Drum Total No. Page 59 . of respondents 96 04 100 Percentage 96 04 100 The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no 10.

Page 60 . 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 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Pie diagram of table no.96% of the respondents were in favor of disk brakes. The Oxford college of Business Management. while only 4% bid for the drums brakes.

11. Page 61 .awareness of the thunder bird through various factors Variables News papers add Magazine Promotions Saw on road Show room display Others Total No. of respondents 05 13 51 16 01 14 100 Percentage 05 13 51 16 01 14 100 The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no.

The Oxford college of Business Management. Bikes seen on road figures 16% while newspapers ad figures at 5%. as in the above table. Awareness of thunder bird through various factors 60 50 40 30 20 10 0 News paper add Magazine Promotions Saw on road Show Room Display No of respondents Others Analysis: promotion display. The display is 0%. has a fair 52% which makes it the source that creates the greatest exposure to the thunderbird.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Bar diagram of table no 11. Page 62 . Other related exposure like friend and relatives make up14% the fact that display is not suggested by any one as the source of awareness.

Page 63 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no 12: exposure to dealers of royal Enfield in the city of Bangalore variables Madras motors Agro motors tehnik Not aware Total No. of respondents 50 14 10 26 100 Percentage 50 14 10 26 100 The Oxford college of Business Management.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Pie diagram of table no. The Oxford college of Business Management. Madras has the highest exposure with 50% and agro &teknik with 14% 10% respectively. Page 64 .12: exposure to the dealers of royal Enfield in the city of Bangalore 26% 50% 10% Madras Motors Agro Motors Teknik 14% Not Aware Analysis: the above table depicts the exposure of the customer to the various dealers in Bangalore. People who are not aware of the dealers in Bangalore make up the rest 26%.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Table no 13: interested mode of payment variables Cash Finance total No. Page 65 . of respondents 60 40 100 Percentage 60 40 100 The Oxford college of Business Management.

The Oxford college of Business Management. Page 66 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Pie diagram of table no. 13: interested mode of payment 40% 60% Finance Cash Analysis: the above table shows that the majority of people prefer cash over finance . a whopping 60%would like to go for cash payments for purchase.while only40% prefer finance.

The thunder bird is more popular because of the promotion made by the company. 4. 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. Page 67 . According to the respondents the price of the product is too high. 6. 5. 8. The preferred colours of bikes as per the respondents are Riviera Red followed by purplish blue. The Oxford college of Business Management. The majority wants to change their two wheeler vehicles for the thunderbird. Madras motors the best dealer for Royal Enfield s products in Bangalore. 11. 3. The majority of the respondents are planning to go for the exchange offer. Royal Enfield s bullet only has 10% of the market share according to the respondents questioned. analyzed and interpreted by using percentage method and different types of diagrams. Most of the buyers prefer to buy the products in cash payment rather than using financial facilities.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 5. 2. Most owners of two wheelers prefer Splendors with 32%. 1. Most users prefer to use disk brake rather than drum brakes. tabulated.1 FINDINGS The primary data gathered from the respondents have been classified. 10. 9. The respondents prefer the product because of the pickup and the ease of starting. 7.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 5. The sample size was 100 for the respondents. In a Nutshell. The Oxford college of Business Management. The bike was preferred for the seating comfort and 5speed gear it offered. Page 68 . Thunderbird proved to be a performer. The bike was also found to be liked for its braking & power.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. 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. From the study it was found that there was a great preference to Thunderbird. which was distributed to the various thunderbirds Owners throughout the Bangalore city.

Hence bullet Thunderbird should advertise extensively. which are the best sellers in the two wheeler segment. The large population and hence a varied prospective customers provide market opportunities for two Wheelers industries. Only 6% of people had News Paper Exposure and sadly none had known the bike through Showroom Display. 1. Page 69 . The manufactures should takes converted attempt to see that the vehicles is easily available it would boost the sales volumes. RX100.1 Suggestion In Bangalore city. Although majority of the bike owned by the respondents was Hero Honda Splendor and Yamaha. The purchasing power had also increased over the years. population has been increasing by leaps and bounds and the infrastructure facilities on the other hand is moving in a slow direction. 3. 2. better promotions and more Newspaper Ads. 80% of the people opted for an exchange. None of the respondents are attracted to the easy availability of the vehicle. Majority of the respondents became aware of Bullet Thunderbird mainly through Promotions and by seeing at road.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 6. This calls for great attention to direct the bike to higher sales through more extensive mode of promotion aimed at improved showroom displays. this gap opens up great opportunities in the Automobile industry to increase the infrastructure facilities in the transportation segment. The Oxford college of Business Management. This provides a great opportunity for bullet Thunderbird to penetrate the market. there has been positive attitude by majority of people towards two wheelers & Advertisement and interest along the purchase.

Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 4. 5. marketing should be stressed on more and better advertisement strategies which is been a lacking factor. 5 speed/ Toe gear shift and to an extend styling. Since Thunderbird showed high level of satisfaction in the Comfort. Bullet should ensure that they maintain a high standard of these expectations. Power. Page 70 . The Oxford college of Business Management. looks and durability being the main expectation of the respondents in purchasing a bike. Power. This would direct the bike to the levels of Expectation of the customers and hence boost sales.

2. 3. Name : Occupation: Age: Address: Contact number: E-mail id: Details of currently owned two wheeler a) Brand: b) Model: c) Make: d) Year: e) Reason for purchase: f) Mode of Purchase : Cash Finance The Oxford college of Business Management. 6. 4. 5. Page 71 .Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Questionnaire Market survey on the pre-purchase buyer s behavior & Brand awareness Towards THUNDERIRD 1. 7.

Yes No 13. How did you come to know Thunderbird? a) Newspapers b) magazine 12. Are you aware of the dealership of Royal Enfield in Bangalore. Which type of brake system you like? Drum break Disk brake 11. Page 72 . Which type of colour do you like most? Deep Black c) Teitian Blue b) Blazing Red d) Metallic silver 10. Cash Finance The Oxford college of Business Management.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 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 C) Price b) d) Power/Pickup Looks / Aesthetics 9. Mode of purchasing.

Appannaiah.Market survey on the pre-purchase buyer behavior & Brand awareness of Royal Enfield ³Thunder Bird´ bike2010-11 Bibliography Books 1) Marketing management By prof. Appannaia. Himalaya publication (Fourth revised edition 2008) 3) Marketing management Philip kotler Kevin lane Keller (Twelfth edition by Dorling Kindersley (India) pvt. Page 73 . H. Dr.R.com The Oxford college of Business Management.H.Reddy. Himalaya Publication (Fifth Edition2009) 2) essential of marketing management By S.P.R.google. 4) Overdrive magazines (December 2010) magazines (December 2010) 5) Auto world WEBSITES 1)www.com 2)www.N Reddy.A .ltd. By.wickedpedia .P.Sherleker.Dr.N.