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A Study On Customer Satisfication Toward PDF
A Study On Customer Satisfication Toward PDF
business and encourage the market. As the Dharapuram and the scope is limited. Customer
competition from several 100cc two-wheelers is satisfaction is very essential factor for the success
rising, it is very interesting to know whether the of any company. Satisfied customers are the assets
current customers of Royal Enfield Bullet are of the company. For satisfying customers the
happy with the brand and their opinion about company gives attention to that entire factor which
various attributes of Royal Enfield Bullet and their provides customer’s satisfaction. So the
satisfaction. The company can understand the appropriate knowledge about the customer
loyalty of the customers from the present scenario satisfaction is essential.
of customer buying behavior and future The need of the study has been attained to
expectations. identify the class of customers with regard to
1.3 OBJECTIVE OF THE STUDY preference, the purchase pattern and to analyze the
The objectives of the study are as follows:
satisfaction level of several models available in the
To study the consumer perception towards
Royal Enfield bike. The study established a ground
the Royal Enfield bikes.
for further research in the related field on a large
To understand the attitude of the consumers
scale analysis.
towards the Royal Enfield bikes and also
1.5 HYPOTHESIS
to understand the buyer behavior.
H0 : There does not exist a significant difference
To study the brand awareness, brand
relationship between select variables and
images and perception of consumers
satisfaction level.
towards various brands.
1.6 RESEARCH METHODOLOGY
To study the preference of customers on
The research will be carried out in various
different varieties of Royal Enfield bikes.
phases that constitute an approach of working from
To study consumers expectations in respect
whole to part. It includes subsequent phases trying
to Royal Enfield bikes.
to go deeper into the user’s psyche and develop a
To study the brand loyalty of Royal Enfield
through understanding of what a user looks for
customers.
while buying a bike. The study analysis of the data
To give suitable conclusions and
was done through simple statistical technique such
recommendations for findings.
as drawings of percentage for generalization. The
1.4 SCOPE & IMPORTANCE
This study includes customer’s responses first phase is completely internal where it is
stormed over the most effective route of action.
and awareness towards the brand products and
services of Royal Enfield. The results are limited Considering that bullet users in Dharapuram The
by the sample size 75 and therefore the opinion of second phase in with some of the seasoned bikers
who have been using Bullets for some time now
only selected customers will take into
and are generally known and respected amongst
consideration. Mainly this study will conducted in
The task of data collection beings after a different factors. As per this method, respondents
research problem has been defined and research have been asked to assign the rank for all factors
design. While deciding about the method of data and outcomes of such ranking have been converted
collection to be used for the study, the researcher into score value with the help of the following
Secondary data Rij= Rank given for the ith variable by jth
used to analyse the differences among The study is a to Royal Enfield owners.
group means in a sample. The findings of the study solely depend on
A one way anova is used to test the the response given by the customer. So it
difference between the means of two cannot be generalized as a whole.
groups on a single variable. This study is based on sample the survey,
4.Chi-square test which may not actually represent the total
Chi-square test is a statistical test population
commonly used for testing independence and REVIEW OF LITERATURE
goodness of fit. Testing independence determinants Lisa R. Klein and Gary T. Ford (2003) 1.
whether two or more observations across two It has been stated by the authors that the
populations are dependent on each other (that is, customers can do a cost benefit analysis to
whether one variable helps to estimate the other). choose a search strategy, i.e. what, when,
Testing for goodness of fit determines if an how much and where to search, but the
observed frequency distribution matches a customers do not search much, which may
theoretical frequency distribution. In both cases the be due to customers’ perception that the
equation to search costs are quite high or that the value
∑ (O-E)2 of the search is quite low. As a part of pre-
X2 = _________ purchase search for perfect automobile as
E per their requirement, the customers in this
Calculate the chi-square statistic is where O equals digital age take the help of internet,
the observed frequency and E the expected websites as well as social networking sites
frequency. The results of a chi-square test, along to do a comparative study of the different
with the degrees of freedom are used with a models of different brands available in the
previously calculated table of chi-square market. Hence their opinion is also
distribution to find p value. The p- value can then influenced by the reviews of the people
be determined the significant of the test. already possessing the motorcycles and
1.8 LIMITATIONS OF THE STUDY using it.
The research was confined to Dharapuram Anderson, Fornell and Mazvancheryl,(
city only; it represents the customer's 2004 ) 2. Regardless of the way that is over
perception towards Royal Enfield bikes. the top to produce satisfied and stable fast
The second limitation was the lack of time customers however that would show
due to which only 75 questionnaires were beneficial in a long continue running for a
distributed. And also 75 questionnaires are firm.
very small in number.
INTERPRETATION
TABLE- 4.1-RANK OF THE PRODUCT
Weights have been assigned to the various
Attri Respondents Score Rank features of product with maximum weight given to
butes
the first rank and the least weight given to the last
I II III IV V
37 0 23 0 15 rank. Finally for each applications total source are
(185) (0) (69) (0) (15) 269
Design I arrived at by multiplying the weight by the number
7 15 30 8 15
(35) (60) (90) (16) (15) 216 of respondents.
Mileage III
15 30 0 15 15 From the above table the total scores and the
(75) (120) (0) (30) (15) 210
Speed IV weighted average for using feature of the product
8 23 22 15 7
(40) (92) (66) (30) (7) 235 Breaking system has been arrived at as follows.
II
Options
8 7 0 37 23 Total scores = (5*29) + (4*0) + (3*16) +
Color
(40) (28) (0) (74) (23) 165
V (2*22) + (1*8)
= 145 + 0 + 48 + 44 +8 = 245
Weighted Average = Total Scores / Total
Sources:- primary data Weight
INTERPRETATION = 245 / 15
= 16.3
The above table show clear that the respondents The same procedure has been followed for
provided the first rank to design, second rank to the remaining applications also.
options, third rank to mileage, fourth rank to speed,
and fifth rank to color. Weighted average rank for user
TABLE- 4.2RANK OF USER friendly features is shows in the
FRIENDLY following table.
TABLE 4.3 (1)WEIGHTED AVERAGE
Total
Applications Weight 5 4 3 2 1
S. RANK
N
Rank 1 2 3 4 5 S.N Factors Total Weighted Rank
o
1 Breaking system 75
o scores Average
29 0 16 22 8
2 Head lamb 8 7 8 22 30 75 1 Breaking 245 III
3 Handling 8 8 22 23 14 75 system 16.3
4 Pulling power 23 15 22 0 15 75 2 Head lamb 166 11 V
5 Safety 7 45 7 8 8 75
3 Handling 198 13.2 IV
Total 75 75 75 75 75
4 Pulling 256 II
power 17
Sources:- primary data
5 Safety 260 17.3 I
INTERPRETATION
The table shows that 22 (29 percent)
From the above table 4.20, it is clear that the
respondents provided the first rank to safety, respondents have low level of satisfaction, 38 (51
second rank to pulling power, third rank to
percent) respondents have medium level of
breaking system, fourth rank to handling, and fifth
satisfaction and 15 (20 percent) respondents have
rank to head lamb.
high level of satisfaction of the Royal Enfield.
TABLE- 4.22
USER SATISFACTION LEVEL
LEVEL OF SATISFACTION
4 to 5 15 2.0000 5.165
Family
Degree 33 1.2121
Education
40000
between the select personal variables and
Above 3 1.6667
level of satisfaction. Table selects
40000 personal variables and level of satisfaction
Total 75 1.9067 (Chi-square)
51.542 0.000**
30 to 40
0(0) 8(100) 0(0) 8
Above 40
2(25) 4(50) 2(25) 8
Married 15(65.2) 8(34.8) 0(0) 23
Marital
status
17.285 0.000**
Nuclear 7(15.6) 23(51.1) 15(33.3) 45
34.709 0.000**
4 to 5 0(0) 15(100) 0(0) 15
37.939 0.000**
Degree 5(15.2) 16(48.5) 12(36.4) 33
The above table reveals that among the personal Majority 50 percent of the
variables select there exists a significant respondents were in the age group
association between the select personal variable of up to 20 to 30 years
namely Monthly income, Occupation, Education Majority 89 percent of the
qualification, Members of family, Type of family, respondents were male.
Marital status, Age and the Level of satisfaction on
Majority 69 percent of the
Royal Enfield (P<0.05), whereas there dost not
respondents were unmarried.
there exists a significant association between the
Majority 44 percentages of the
select personal variable namely Area of residence,
respondents had Degree holders.
Gender and the Level of satisfaction Royal Enfield
(P>0.05). Majority 35 percent of the
respondents were doing business
both primary and secondary data are collected for More than half percentage of people
prepared and presented for the collection of data Major 71 percentages of the
from the respondents. The present study has been respondents was have 2 to 4
undertaken in Dharapuram town. As regards the members in the family.
selection of respondents, convenient sampling More than 75 percentage of people
technique has been adopted. living semi-urban
In accordance with the objectives framed, the The 40 percentage of respondents
data collected were analyzed with the help of awareness form the users.
statistical tools. The percentage analysis was More than half percentage people
carried out for the socio-economic profile of the using Classic model.
respondents, simple percentage and chi- squared More than 57 percentage of people
were worked out to know the level of satisfaction for using reason like own.
of the sample respondents. Weighted average ranks Above half percentage of payment
were used to test the motivating factors. made by cash
The sample picked from the population of Majority 60 percentage of the
users of two wheelers of Royal Enfield has thrown respondent will be using the 2-3
a new look into perception of consumers. years.
The findings are as follows:
This vehicle engine sound and wolves buy the product and tend to increase the standard
BIBLIOGRAPHY
Books Referred
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