RESEARCH PROJECT REPORT

(BBA-3603)
On
“A Study of Consumer Behaviour towards Purchase of
Royal Enfield in Lucknow”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
(BBD University, Lucknow)
Submitted to: Submitted by:
Mr. Manish Jain Aditya Pratap Singh
Roll No. 1200671030

Session 2022-2023
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
 DECLARATION

I Aditya Pratap Singh, student of Bachelor of Business Administration semester hereby

declare that I have successfully completed my Research Report project report on “A

Study of Consumer Behaviour towards Purchase of Royal Enfield in Lucknow”.

I hereby declare that all the information provided in this project report are true to the

fullest of my knowledge and it bear no resemblance to any other written material

whatsoever.

In the event of any information provided in this report being found incorrect or

misleading, I shall be liable to any outcome at any given day.

Aditya Pratap Singh

Roll No. 1200671030

 ACKNOWLEDGEMENT

Achievement is finding out what you would be then doing, what you have to do. The

higher the summit, the harder is the climb. The goal was fixed and we began with a

determined resolved and put in ceaseless sustained hard work. Greater challenge, greater

was our effort to overcome it. This project work, which is my first step in the field of

professionalization, has been successfully accomplished only because of my timely

support of industry guide. I would like to pay my sincere regards and thanks to Dr.

Sushil Pande, who directed me at every step in my project work.

I take this opportunity to extend my sincere gratitude and profound obligation towards

my Project report guide Mr. Manish Jain for giving me valuable suggestions &

guidance rendered to me throughout the Research Report project without their

encouragement and continuing support, this Research Report project would not have been

possible.

I am highly thankful to other faculty members whose able guidance in this project makes

my way simple & easy.

                                                             Aditya Pratap Singh

Roll No. 1200671030

 PREFACE

Research Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories explained

in the book and their practical implementations.

Research Report plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly enhance

our knowledge and provide opportunities to blend theoretical with the practical

knowledge where researcher gets familiar with certain aspect of research. I feel proud to

get myself to do research at topic “A Study on Customer Satisfaction towards Royal

Enfield Bikes in Lucknow City”

Aditya Pratap Singh

 Declaration iii

Acknowledgement iv

Preface v

Sr. No. Content Pg. No.

1 Introduction to the topic 1

2 Company Profile 19

3 Objectives of the study 45

4 Research Methodology 47

5 Limitations 51

6 Data Analysis 53

7 Findings 77

8 Recommendations 81

9 Conclusion 84

10 Bibliography 86

11 Annexure 88

TABLE OF CONTENT
INTRODCUTION
TO THE TOPIC

1
 INTRODUCTION TO THE TOPIC

The purpose of this study on customer preference will help us to understand the

needs & Wants of the customers towards Royal Enfield. The study could provide

appropriate and timely information about the position of preference level of

customer towards Royal Enfield. As the objectives of this study is to analyze the

customer preference and to find out the customer satisfaction level towards the

ironic brand Royal Enfield. This study also investigate the services and factors

which influence the customers to purchase the Royal Enfield bikes and also

identify what customers are expecting from the Royal Enfield. To know about the

customer Preference and factor which influence the customer’s preference in

buying decision process. Customer preference is influenced strongly by culture,

social, personal and psychological factors. For this purpose, 120 customers were

selected and obtained the various responses based on the questionnaire method. By

and large it was found that most of the customers are choosing Royal Enfield

vehicles because of its Vehicle Appearance, pickup, good models and engine

appearance etc.

Two-Wheeler industry is one of the largest industries in the automobile sector of

global market. Being the leader in product and process technologies in the

manufacturing sector, it has been recognized as one of the drivers of economic

growth. During the last decade, well¬-directed efforts have been made to provide a

new look to the automobile policy for realizing the sector's full potential for the

2
economy. The liberalization policies have led to continuous increase in

competition which has ultimately resulted in modernization in line with the global

standards as well as in substantial cut in prices. Aggressive marketing by the auto

finance companies have also played a significant role in boosting automobile

demand, especially from the population in the middle income group.

Presently many international brands like Honda, Suzuki, etc. are competing with

Indian brands such as Hero Honda, Bajaj, and T V S, Kinetic etc. to capture Indian

markets.

These aggressive marketing strategies have resulted in making the consumer the

major key for success in the industry. Each product offering is now designed to

meet and exceed the expectations of the consumer. But understanding consumer

behaviour and knowing consumers is never simple. And it is more difficult that to

understand what a consumer perceives about the product. Customers may say one

thing but do another. They may not be in touch with their deeper motivations.

They may respond to influences that change their minds at the last moment. Small

companies such as a corner grocery store and huge corporations stand to profit

from understanding how and why their consumers buy.

MARKET

The term market may be considered as a convenient meeting place where buyers

and sellers gather together for the exchange of goods and services. Market means a

3
group of people having unmet wants, purchasing power to make their demand

effective and the will to spend their income to fulfill those wants. Today a market

is equated with the total demand.

The American marketing association defines a market, ‘as the aggregate demand

of potential buyers for a product or service’.

Under keen competition, a marketer wants to create or capture and retain the

market i.e. customer demand through an appropriate marketing mix offered to a

target market. The market offering i.e. supply must meet customer demand, which

are unmet needs and desires.

Marketing

Marketing is a comprehensive term and it includes all resources and set of

activities necessary to direct and facilitate the flow of goods and services form the

producer to the consumer through the process of distribution. Businessmen regards

marketing as a management function to plan promote and deliver products to the

clients or customers. Human efforts, finance and management constitute the

primary resources in marketing.

We have twin activities, which are most significant in marketing:

1. Matching the product with demand i.e. customer needs and desires or the

target market.

2. The transfer of ownership and possession at every stage in the flow of

goods from the primary producer to the ultimate consumer.

4
The American marketing association defines marketing as the process of planning

and executing the conception, pricing, promotion and distribution of ideas, goods

and services to create exchanges that satisfy individual and organizational

objectives.

Marketing Management

Marketing management represents an important functional area of business

management efforts for the flow of goods and services from the producer to the

consumers. It looks after the marketing system of the enterprise. It has to plan and

develop the product on the basis of known customer demand.

Marketing management may be defined as, ‘a process of management of

marketing programs for accomplishing organizational goals and objectives’.

Marketing management has to build up appropriate marketing plan or marketing

mix to fulfill the set goals of the business. It has to formulate sound marketing

policies and programs. It looks after their implementation and control. It has to

implement marketing strategies, programs and campaigns. It must evaluate the

effectiveness of each part of marketing mix and introduce necessary modifications

to remove discrepancies in the actual execution of plans, policies, strategies,

procedures and programs.

5
Marketing Mix

Marketing mix is the set of marketing tools the firm uses to pursue its marketing

objectives in the target market.

There are four elements or variables that make a marketing mix, they are:

1. Decisions on product or service.

2. Decisions on promotion

3. Decisions on price

4. Decisions on distribution.

The four ingredients are closely interrelated. Under the systems approach the

decision in one area affects action in the other. Marketing mix decisions constitute

a large part of marketing management.

According to Philip Kotler the term marketing mix is, ‘the set of controllable

variables that the firm can use to influence the buyers response’. In the simplest

manner, the basic marketing mix is the blending of four inputs or sub mixes,

which form the core of the marketing system.

Product mix decision refers to decisions on product variety, quality, design,

features, brand image, packaging, sizes, services, warranties and returns.

Price mix decision refers to decisions on the product list price, discounts,

allowances, and payment period and credit terms available.

Place mix decision refers to decisions on the channels, coverage, assortments,

locations, inventory and transport of the market offering.

6
Promotion mix decisions refer to decisions on the products advertising, sales

promotion, sales force, public relations and direct marketing.

Together they form the four P’s of marketing.

Marketing Planning

A marketing plan lies down in writing the marketing objectives, programs and

policies to be adopted to achieve the set marketing objectives. Even before an

integrated marketing plan is prepared the company shall prepare functional plan

for each component of marketing mix. To have a sound marketing plan, every

operation is to be examined and the problems are to be identified. The overall

marketing plan should be linked to the distribution channel of the company to

have effective marketing operations.

The marketing planning covers the preparation of functional plans, integration of

this plan and the preparation of master marketing plan to serve the objective of the

organization. Marketing planning is bound to get a better hold of environmental

factor.

Marketing Research

Marketing research is the systematic gathering, recording and analyzing of the

data about problems connected to the marketing of goods and services i.e.

problems relating to product, price, promotion and distribution of the 4p’s of the

marketing mix.

7
Marketing research is concerned with all those factors, which have a direct impact

upon the marketing of products and services. Marketing research has grown along

with the expanded role of marketing as the focus for the business decision-making.

Need of marketing research

Marketing research is conducted for different purposes. They are:

1. To estimate the potential market for a new product.

2. To know the reactions of consumers to a product already existing in the

market.

3. To find out the general marketing condition and tendencies.

4. To know the types of consumer buying and their buying motives.

5. To know the reactions of failure of a product already in the market.

6. To assess the strength and weakness of competitors.

Consumer

A person who purchase or has the capacity to purchase the goods of service often

for sale by the marketing firm in order to satisfy personal need and desires.

Perception

Perception is the sensing of stimuli external to the individual organism the act or

process of comprehending the world in which the individual exists.

Perception has been defined by social psychologists as the “Complex process” by

which people select organize and interpret sensory stimulation in to a meaningful

and coherent picture of the work.

8
Attitude

Social psychologist defined attitude as an emotionalized predisposition to respond

positively or negatively to an object. Predisposition can be thought of as categories

of meaning stored in the memory of a person and are based on previous

experience. Predisposing the person to have in an specific manner towards a

certain objects in the environment.

Brand

A brand is a name, term, symbol, design or a combination of them which is

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors.

Consumer Behavior

The term consumer behavior can be defined, as, ‘the behavior that the consumer

display in searching for, purchasing, using and evaluating products, services and

ideas, which they expect, will satisfy their needs’. The study of consumer behavior

enables marketers to understand and predict consumer behavior in the market

place; it also promotes understanding of the role that consumption plays in the

lives of individuals.

Consumer behavior refers to all psychological social and physical behavior of

potential consumers as they become aware of, evaluate, purchase and consume and

tell others about products and services. It is the pattern of response of buyers to

marketing offer of a firm. It refers to the process as how consumers make their

9
purchase decisions. It is concerned with what, why, how much, when and from

whom buyers make their purchases of goods and services.

Model of consumer behavior

The starting point of understanding consumer behavior is the stimulus-response

model. Marketing and environmental stimuli enter the buyer’s consciousness. The

buyer’s characteristics and decision process lead to certain purchase decisions. The

marketer’s task is to understand what happens in the buyer’s consciousness

between the arrival of outside stimuli and the buyers purchase decisions.

Major Factors Influencing Consumer Behavior

Consumers buying behavior is influenced by cultural, social, personal and

psychological factors.

1. Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer behavior.

The roles played by the buyers culture, subculture and social class are particularly

important.

o Culture

Culture refers to that complex whole which includes in it knowledge, beliefs, art or

anything man acquires as a member of society.

o Subculture

10
Each culture consists of smaller subcultures that provide more specific

identification and socialization for their members. Sub cultures include

nationalities, religions, racial groups and geographic regions.

o Social Class

Virtually all-human societies exhibit social stratification. Stratification sometimes

takes the form of a caste system where the members of different castes are reared

for certain roles and cannot change their caste membership more frequently;

stratification takes the form of social class.

2. Social Factors

o Reference Groups

A persons reference groups consists of all the groups that have a direct or indirect

influence on the person’s attitudes or behavior.

o Family

The family is the most important consumer buying organization in the society and

it constitutes the most influential primary reference group.

o Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The

person’s position in each group can be defined in terms of role and status. A role

consists of the activities that a person is expected to perform. Each role carries a

status.

11
3. Personal Factors

o Age and stage in the life cycle

People buy different goods and services over their lifetime. Taste in clothes,

furniture and recreation is all age related.

Consumption is shaped by the family life cycle. Marketers often choose life-cycle

groups as their target market.

o Occupation and economic circumstances

Occupation also influences a person’s consumption pattern.

Product choice is greatly affected by economic circumstances; spendable income,

savings and assets, debts, borrowing power and attitude toward spending versus

saving.

o Lifestyle

People from the same subculture, social class, and occupation may lead quite

different lifestyles. A lifestyle is the person’s pattern of living in the world

expressed in activities, interest’s and opinions. Lifestyle portrays the world person

interacting with his or her environment.

o Personality and self concept

Each person has a distinct personality that influences buying behavior. It is that

distinguishing psychological characteristics that lead to relatively consistent and

enduring responses to environment. Related to personality is self-concept or self

12
image. Marketers try to develop brand images that match target markets self

image.

4. Psychological Factors

o Motivation

A person has many needs at a given time. A need becomes a motive when it is

aroused to a sufficient level of intensity. A motive is a need that is sufficiently

pressing to drive the person to act.

o Perception

Perception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world. How a, motivated

person actually acts is influenced by his or her perceptions of the situation.

o Learning

When people act they learn. Learning involves changes in an individual’s behavior

arising from experience. Learning theory teaches marketers that they can build up

demand for a product by associating it with strong drives, using motivating cues

and positive reinforcement.

o Beliefs and attitudes

Through doing and learning, people acquire beliefs and attitudes. These in turn

influence buying behavior. A belief is a descriptive thought that a person holds

about something. The beliefs make up product and brand images and people act on

these images.

13
An attitude is a person enduring favorable or unfavorable evaluations, emotion

feelings and action tendencies toward some object or idea. Thus a company would

be well advised to fit product into existing attitudes rather than try and change

people’s attitudes.

14
 LITERATURE REVIEW

The Customer Preference Report includes questions in four key areas,

Expectations, Purchase Decisions, Customer Service, and Future Purchases. So the

customer should be invited to participate in the survey. Setting realistic

expectations during the sales process is a vital component of making happy

customers. How a company sets and meets product and service expectations plays

a pivotal role in fashioning customer opinions. How a company meets or exceeds

expectations is measured in three important areas: product/service, support, and

price. These three areas will be used to factor a score for the Expectations

category. The results of the three questions will be used to factor an overall

expectations preference score.

The Purchase Decision category gives us a better understanding of how the

customer perceives the purchase process. Two key areas for questions include an

open ended question on why they purchased and a ratings question on their

experience. The rating

Question data will be used for the analysis of Purchase Decision category. The

open ended responses from the “Why” questions will be used for product strengths

analysis. The results of the purchase experience question will be used for the

overall Purchase preference analysis. Customer service is one of the most

important differentiations a company can have. For this report, customers will rate

a company in three key areas: customer service, timeliness for problem resolution,

15
and expertise. These three areas will be used to factor a score for the Customer

Service category.

Brian Thomas (2002) has mentioned that brand awareness plays an important role

in consumer preferences.

Mohanty and Bhasker (2005) have proposed a different methodology to the

consumers based on the decision support tool for the internet shopping. This tool

generally comprises of multiple number of attributes of the products which are

generally conflicting, ambiguous and non-commensurable in nature. They have

mentioned in the following example, the data such as mileage, comfort,

maintenance cost, re sale value and cost seems to be imprecise in nature. Here

fuzzy logic has been used to solve the complex issue.

ArjunChowdhri (2006) has remarked that brand commitment is an important

determinant in buying behavior for consumers.

David B. Eastwood et al(1987)have examined the consumer behavior based on the

purchase regularity, satisfaction, origin and willingness to pay for selected local

versus non-Tennessee grown fresh produce.

Ali Nasr Esfahair(2012) has analyzed the psychological factors on consumer’s

buying behavior. Soren W. Scholzet al(2010) have stimulated and expanded on the

substantial discussion on the preference measurement for complex attributes

products which are imprecise in nature and vague to predict which is suitable and

where to use which is based on paired comparison-based preference measurement.

16
To perceive and predict the decision, preference measurement approaches are

needed that accommodate large number of attributes without overburdening the

respondents. This study provides empirical support for the predictive validity and

managerial usefulness of PCPM in understanding preferences for complex

products.

Rachel Dardis and HoracioSoberon-Ferrer(1994) have investigated the rapport

between automobile attributes and household characteristics to consumer

preferences for cars. The analysis was confined to households that purchased new

cars in 1986 and employed two-stageprobit analysis. Results indicated that the

coefficients of five automobile quality attributes were statistically significant while

the coefficients of most household characteristics were not significant. Households

were interested in more fuel efficient and heavier cars as well as cars with lower

depreciation rates and a lower frequency of repair are more likely to buy Japanese

than non-Japanese cars.

Gary A. Knight (1984) has compared the consumer preferences for goods made

abroad and made in the home country by both home country and foreign firms.

Indeed he has suggested that the country of manufacture and product quality

strongly influence consumer decision making in globally available product

categories.

17
Timothy J. Ross(2010) has given the concepts of fuzzification and defuzzification

to identify the key issues in the perfect way by giving the due weightage to the

parameters.

VenkatoRao R (2007) has demonstrated the details of graph theory and the matrix

approach as decision making method in the manufacturing environment. The

linguistic terms with their corresponding crisp scores were given. Instead of

assigning arbitrary values for various attributes, this fuzzy method reflects the

exact linguistic descriptions in terms of crisp scores. Hence, it gave better

approximation of linguistic descriptions that were widely used.

Zeenat Ismail et al(2012) have compared a preferred solution between global

brand and local brand. It was designed to find out the buying behavior patterns. It

was suggested that consumer might evaluates products based on information uses

which were extrinsic and intrinsic. The results revealed that most important factors

that influence a consumer’s final decision are the price and quality of the product.

18
Company Profile

19
 COMPANY PROFILE

Royal Enfield (India)

2014 redesign of Royal Enfield logo

Industry Automotive

Founded 1955 as Enfield India

Headquarters Chennai, India

Key people Siddhartha Lal (CEO)

Rudratej Singh(President)

Production output  666,493 units (2016)

Revenue  ₹7,037.97 crore(US$980 million)

Operating income  ₹2,205.81 crore(US$310 million)

Net income  ₹1,559.94 crore(US$220 million)

Parent Eicher Motors

Website Royal Enfield

Royal Enfield is an Indian motorcycle manufacturing brand with the tag of "the

oldest global motorcycle brand in continuous production" manufactured in

factories in Chennai in India. Licensed from Royal Enfield by the indigenous

Indian Madras Motors, it is now a subsidiary of Eicher Motors Limited, an Indian

20
automaker. The company makes the Royal Enfield Bullet, and other single-

cylinder motorcycles. First produced in 1901, Royal Enfield is the oldest

motorcycle brand in the world still in production, with the Bullet model enjoying

the longest motorcycle production run of all time.

Royal Enfield one of the popular brand and highest selling bike in India and

outside India (USA, Europe, Australia etc). Royal Enfield motorcycles had been

sold in India from 1949. In 1955, the Indian government looked for a suitable

motorcycle for its police and army, for use patrolling the country's border. As far

as the motorcycle brand goes, though, it would appear that Royal Enfield is the

only motorcycle brand to span three centuries, and still going, with continuous

production. Product range has widened and the customer has evolved.

HISTORY OF THE COMPANY

Mid 19th century England The firm of George Townsend & Co. opened its doors

in the tiny village of Hunt End, near the Worcestershire town of Redditch. The

firm was specialized in sewing needles and machine parts. In the first flush of

enterprise, flitting from one opportunity to another, they chanced upon the pedal-

cycle trade. Little did they know then that it was the beginning of the making of a

legend.Soon, George Townsend & Co. was manufacturing its own brand of

bicycles. And in 1893 its products began to sport the name ‘Enfield’ under the

entity Enfield Manufacturing Company Limited with the trademark ‘Made Like a

Gun’. The marquee was born.

21
Profile of the Organization

Royal Enfield is the makers of the famous

Bullet brand in India. Established in 1955,

Royal Enfield (India) is among the oldest bike

companies. It stems from the British

manufacturer, Royal Enfield at

Redditch. Royal Enfield has its

headquarters at Chennai in India. Bullet

bikes are famous for their power, stability

and rugged looks. It started in India for the

Indian Army 350cc bikes were imported in

kits from the UK and assembled in Chennai. After a few years, on the insistence of

Pandit Jawaharlal Nehru, the company started producing the bikes in India and

added the 500cc Bullet to its line. Within no time, Bullet became popular in India.

Bullet became known for sheer power, matchless stability, and rugged looks. It

looked tailor-made for Indian roads. Motorcyclists in the country dreamt to drive

it. It was particularly a favorite of the Army and Police personnel. In 1990, Royal

Enfield ventured into collaboration with the Eicher Group, a leading automotive

group in India, in 1990, and merged with it in 1994. Apart from bikes, Eicher

Group is involved in the production and sales of Tractors, Commercial Vehicles,

and Automotive Gears. Royal Enfield made continuously incorporating new

technology and systems in its bikes. In 1996, when the Government of India

22
imposed stringent norms for emission, Royal Enfield was the first motorcycle

manufacturer to comply. It was among the few companies in India to obtain the

WVTA (Whole Vehicle Type Approval) for meeting the European Community

norms. Today, Royal Enfield is considered the oldest motorcycle model in the

world still in production and Bullet is the longest production run model.

2010 AWARDS

The New Year saw the dawn of India's most prominent automotive show, the Auto

Expo 2010. Held between January 5th and 11th at the Pragati Maidan in New

Delhi, the event saw more than 400 global brands showcasing new technology,

products and show-off concepts.

Royal Enfield was also a part of the event, displaying the recently launched Royal

Enfield Classic 500 EFI and the Royal Enfield Classic 350. The main stays of the

Royal Enfield display were the soon to be launched variants of the Classic - the

Royal Enfield Classic Chrome and the Royal Enfield Classic Battle Green.

The Expo turned out to be a rather rewarding experience for Royal Enfield with

the Royal Enfield Classic and the Marketing team picking up as many as five

awards.

23
Awards 2010:

- Apollo Auto India Awards 2010: Best Brand

- Zigwheels.com Viewers Choice Bike of the Year 2009

- Zigwheels.com Bike of the Year above 251cc

- NDTV Profit Car & Bike Awards 2010: Motorcycle of the Year above 250 cc.

- NDTV Profit Car & Bike awards 2010: Best PR Communications Team.

EVOLUTION OF ROYAL ENFIELD

THE BEGINNING (1851 – 1890)

Hunt End, England was a village of several small

mills manufacturing needles and fish-hooks. It

was here in 1851 that George Townsend put up

his needle-making mill, which he named Givry Works. But it wasn’t until his

passing away that his son, George Jr. and his half-brother brought into Givry

Works one of the first 'boneshakers' – a crude cycle. It had a backbone of iron,

with wooden wheels, iron tires and pedals of triangular pieces of wood! Though

the bike was a source of some amusement, George and his team felt they could

easily improve on it. The earliest modern safety bicycle with two wheels of equal

size had appeared in about 1880. All manufacturers were trying their hand at this

new venture. So was George Townsend Jr. By luck, he chanced upon an invention

in his neighbourhood – a saddle that only used one length of wire in the two

24
springs and in the framework. This was adopted, patented and marketed as the

'Townsend Cyclists Saddle & Spring'. He had entered the bicycle parts trade!

From bicycle parts, Townsend slowly moved on to producing bicycles himself. He

was also supplying a wide range of parts to other manufacturers - Givry Works

was growing rapidly. Over the next three years he developed his own range of

over two-dozen machines. Each machine, known locally as the 'Townsend cycle'

was reputed for its sturdy frame, a character that all Enfield bikes would follow.

25
THE COMING INTO BEING (1891 – 1900)

1891 A Little Trouble-Townsend got himself into a bit of financial trouble in

about 1890 and called in some financiers from

Birmingham. Unfortunately, they didn’t quite

see eye to eye. So Townsend parted ways with

the financiers leaving the company to them. The

financiers then brought in Albert Eadie and R.W.

Smith. They took control of Townsend’s in November 1891. The following year

the firm was re-christened ‘The Eadie Manufacturing Company Limited’. Soon

after, Albert Eadie got a lucrative contract to supply precision rifle parts to the

Royal Small Arms Factory in Enfield, Middlesex.

1892 Kick Starting Royal Enfield-A new company

was created to market these new design bicycles called

‘The Enfield Manufacturing Company Limited’. By

October 1892, the Enfield bikes were announced to the public. The following year

the word Royal (after the Royal Small Arms Company) was added and thus Royal

Enfield began. Then in 1893 the Royal Enfield trademark ‘Made like a Gun’

appeared. Britain was caught up in a patriotic fervor and the slogan caught the

spirit of the time. In 1899 the first mechanical vehicle was advertised by Enfield

Cycle Company. It was available in both tricycle and quadric cycle form, powered

by a De Dion 1.5 hp engine. The high wheels, solid tires, block chains and heavy

26
cross frames had by then given way to Diamond frames, the Hyde Freewheel,

Enfield 2 speed hub and the well known Eadie Coaster. Then came the ‘Riche

Model’ with more refined fittings. By 1907, the cycle industry was still

headquartered at Redditch, producing run-of-the-mill conventional cycles.

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 1897-Quadricycles

In 1897, R. W. Smith built himself a quadric

cycle – a simple bike with four wheels and a

French engine placed under the saddle between

the rear wheels. During the next two years

several developments were made. About then, an Enfield quadric cycle completed

the 1,000-miles road trial of 1900 organized by

the Automobile Club of Great Britain and Ireland.

The Enfield vehicle was awarded the silver medal,

although it had its share of troubles and

breakdowns.

MOTORCYCLES (1900 - 1910)1904-Four Wheelers and Three

Buoyed by success, Smith and Eadie decided to extend the range of quadric cycles

and tricycles to include motorcars. The first Royal Enfield cars were built in 1901

and were on the road in 1902. It was an 8hp, using a DE Dion engine. The body

was made in Leicester and painted yellow hence car was known as ‘The Yellow

Car’. But this was just a temporary phase, a wild romance that was soon to die.

1909-Motorcycle Craze

It would be interesting to note here that

motorcycling was thought to be a temporary

enthusiasm that would soon fade out! A brief

28
spin on a motorbike then took several hours of preparations - tuning the tiny

water-cooled engine, getting the tires pumped, the gears oiled and a supply of

spare parts packed. In 1909, Royal Enfield took the biking world by surprise. At

the motorcycle show that year, they displayed a small 2 1/4 hp V twin-engine

machine built in the Swiss tradition, which ran very well. A slightly larger model

was developed in 1911. A 2 3/4 hp, with all chain drive incorporating the well-

known Enfield two-speed gear. This model stood up until 1914.

THE ROYAL ENFIELD BIKES (1911 - 1920)

1911-Enfield and the War

The First World War began in 1914. Royal

Enfield was called on to supply motorcycles to

the British War Department and even awarded a

contract to build bikes for the Imperial Russian Government during the same

period. The machine gun combination and the 6hp stretcher-carrying outfit were

some of the models produced for the war purpose. Enfield started using its own

engines - a 225cc two-stroke single and a 425cc V-twin about this time. Post-war,

it produced a larger 976cc twin and continued to produce the two-speed 225L until

1929. In 1917, the officers of the Women’s Police Force were issued with a 2

1/4RE 2 stroke. Interestingly, the models of this period featured 600cc, inlet-over-

exhaust, closed valve gear, hand-operated oil pump, two-speed countershaft

gearbox and chain final drive. In the 1913-1914 Enfield V-Twin the lubricating oil

29
was contained in a glass tank attached to the frame tube that ran from the seat to

the rear of the engine. This worked perfectly and had the added advantage of

providing an instant visual check of oil levels. The 1915 make 675cc in-line 3-

cylinder 2-stroke prototype was the worlds’ first with this configuration and

engine type.

THE INTERWAR YEARS (1921 - 1930)

1924 The First Four-stroke-The interwar year

was a period when the sidecar reached its zenith.

In July 1925, the Royal Enfield V-Twin-engine

Dairyman’s Outfit took part in the ACU Six

Days’ Trial for Commercial Sidecars and

obtained a Special Certificate of Merit for completing an arduous course without

loss of marks. The year 1924 saw the launch of the first Enfield four-stroke 350cc

single using a JAP engine.

1928-The Depression

In 1928, Royal Enfield adopted saddle tanks and

center-spring girder front forks – one of the first

companies to do so. The bikes now with a modern

appearance and comprehensive range meant

continuous sales even during the dark days of depression in Great Britain towards

the end of 1930. In 1927 Royal Enfield produced a 488cc with a four-speed

30
gearbox, a new 225cc side-valve bike in 1928, and a four-stroke single in 1931.

Several machines were produced in the next decade, from a tiny two-stroke 146cc

Cycar to an 1140cc V-twin in 1937. Can you even imagine that Royal Enfield’s

range for 1930 consisted of 13 models!

ESTABLISHING BULLET (1931 - 1940)

1933 The Bullet Arrives-In 1931 a four-valve,

single-cylinder was introduced, and christened

'Bullet' in 1932. It had an inclined engine and an

exposed valve gear. It was then that the first use

was made of the now famous Bullet name. Longer stroke, four-valve head exposed

valves and heavily finned crank case was the features that ran from 1932 until the

end of 1934.

1940 The Second World War-The most well

known offering for the Second World War was no

doubt the ‘Flying Flea’. Also known as the

‘Airborne’, this lightweight 125cc bike was

capable of being dropped by parachute with airborne troupes. The Flea was fitted

into a steel tubular cage called the ‘Bird Cage’, which had a parachute attached to

it. The cage aided in packing turning handlebars easily.

31
POST WAR BULLETS (1941 - 1950)

1948 Bigger and Better-The 1939 Bullet 350

kick-started the post-war models. They used two

rocker boxes for the first time. This enabled

better gas flow and consequently higher

volumetric efficiency. Royal Enfield’s own designed and manufactured telescopic

front fork placed the Redditch marquee at the very forefront of motorcycle design.

The biggest advancement introduced by the new Bullet was its swinging arm rear

suspension system and hydraulic damper units themselves. In 1947 Enfield made a

J2 - the first model with a telescopic front end, followed in 1948 by a 500cc twin

(Enfield's 25bhp answer to the Triumph Speed Twin), which stayed in production

until 1958.

1949 The Indian Debut-In 1949, the 350cc

Bullet was launched in India, when Madras

Motors won an order from the Indian Army for

the supply of motorcycles. It was the beginning of the reign of the Bullet in the

subcontinent. The Madras Motor Company started off by receiving the Bullet in

kits and simply assembling them. Then they began making the frames. After this

Enfield started sending the engine in parts to be assembled in India. Eventually

they were also manufacturing the engines, which meant that they were making the

complete bike. For the next thirty years, the design of their bike remained

unchanged! In 1950, several models were introduced: the 650cc Meteor twin; a

32
250cc Clipper; a short stroke 250cc Crusader; 250cc Trials; Super 5; Continental;

500 Sports Twin; Super Meteor; Constellation and the Interceptor.

A TALE OF TWO CITIES (1951 - 1960)

1951-In the UK…Never before in British

automobile history had so much been done in a

single decade, not just by Royal Enfield, but the

every other marquee of the time. All new

engines, all new configurations, new paint schemes, new capacity classes… the

motorcyclist had never had such a wide choice ever before. The 1950s saw the

market open up both ways, downwards for smaller capacity, light and

maneuverable machines, and upwards for larger capacity, high powered and

reliable motorcycles. The Royal Enfield showrooms in the UK saw everything

from 125cc two strokes to the mighty700ccMeteor.

1955-Meanwhile in Madras…The Indian Army, the

sole reason why the Bullet was brought to India in the

first place, insisted that they would continue doing

business with Madras Motors only if the Bullet was produced indigenously. The

Enfield India Bullet of the late fifties was quite a different motorcycle from the

one we are used to today. Using the famed Lucas Magdyno ignition system, the

1955 Bullet was almost a clone of the 52 Redditch Bullet. The frame, electric tin

ware and rolling chassis, however, were to undergo many changes over the next

33
ten years, with the Bullet slowly evolving into the familiar form we know and love

today.

A TALE OF TWO CITIES. NO… THREE! (1961 - 1970)

1961-Back in the UK…In 1960, the badge

arrangement with Indian (Of America) had

ended, so Enfield was no longer sold under the

Indian marquee (Royal Enfield rival, British

AMC company, acquired the Indian Sales Corp.

in 1959). However, in 1961, Eddie Mulder won the Big Bear Enduro on an

Enfield, which

gave the company a new foothold in the U.S. under its own name and started a

new marketing of the product. Models available in the U.S. that year included a

700cc twin and six street scramblers, ranging

from the 250cc Hornet to the 500cc Fury

(essentially the single-cylinder Bullet) to the

700cc Interceptor. Elliot Shulz also

dominated the half-mile dirt track in Los

Angeles on an Enfield that year. Enfield won 31 out of 39 races in 1961 and had

several spectacular victories in 1964.Royal Enfield had arrived on The Continent!

But things at Redditch had hit a bad patch.

34
1963-But back home in Madras…By 1970, Enfield India was a company

established in its own right, and with a production line going full steam, the need

for collaboration with Enfield of the UK and Villiers of the UK was no longer

seen. But the Bullet flew true and strong. A number of changes had already been

made to the tin ware on the Bullet. Mudgaurd design took on different forms,

taking into account the wet, slushy and messy road conditions during the Indian

monsoon. The Magdyno also gave way to the alternator ‘Delco’ ignition system.

And front and rear hubs were designed to provide more efficient cooling for Indian

conditions, and thus improve braking performance.

ALL THAT ENFIELD'S ISN'T A BULLET (1971 - 1980)

1973 The Mini Bullet-With the success of the

Sherpa, Enfield India launched the 173cc

Villiers-powered Crusader in India in 1973. A

totally indigenous effort, this small motorcycle

used many Bullet chassis parts, including fork

legs and mudguards, and instantly found a market among the many that wanted a

Bullet, but were diffident about handling it’s weight and size. The Mini Bullet too

was introduced this year. This motorcycle was a 200cc two stroke sporting

‘contemporary’ design. Enfield India attempted to reach out to the young market,

providing them with a zippy, reliable and economical two-stroke.

35
TOUGH TIMES AHEAD (1981 - 1990)

1983 Here comes the Lightweights-Like the

adage that goes, "when the going got tough, that's

when the tough get going". Enfield India got

squarely into the fray with a slew of lightweight

machines. The 50cc Silver Plus step-through and Explorer motorcycle are

launched. Powered by the Zundapp-engineered 50cc, 6.5hp two stroke motors,

these bikes redefined the entry-level segment. The Silver Plus, initially a two-

speed and then later a three speed, found a ready market not only among the young

office going male, but among an increasing number of women who found the step-

through design convenient. The Explorer, with its contemporary bikini fairing and

'fastback' tailpiece. Both bikes sported alloy wheels, a first in India. Close on the

heels of the little wonders came the Fury 175. Powered by a 175 Zundapp two-

stroke engine with a five-speed gearbox, this refreshingly quick motorcycle came

fitted with a hydraulic disc brake. Again a first in the country. And a bike, many

feel, much too early in INDIA.

1984 Brand New Vintages-The 80s also saw the

Bullet in many different avatars. The Deluxe

models appeared, in resplendent chrome and

metallic colors, and 12 volt electrical were offered

as an option, to aid in brighter lighting and easier starting. It was also the year

when Enfield India grew confident enough about their flagship product to begin

36
sending 'coals back to Newcastle'. Owing to their status as 'brand new vintages',

Enfield Bullets found a strong niche market in the UK and Europe, among people

looking to come back to motorcycling.

37
ENFIELD BECOMES ROYAL ENFIELD (1991 - 2000)

1990 Heavy Fuel-The 1990's saw many revolutionary models from the company.

The Taurus Diesel was the first production Diesel motorcycle in the world.

1993 Bullet 500-The Bullet 500 was launched in

June this year. It went on to become the most

coveted model.

1994 Eicher acquires Enfield-In March the ailing company got a new lease of

life when Eicher group acquired Enfield India

Company. The company name changed to Royal

Enfield Motors Limited.

ROYAL ENFIELD (2001 - 2010)

2001-The Dare Devils, the motorcycle display team of the Corps of Signals,

Jabalpur forms a Human Pyramid of 201 men on 10 Enfield 350cc bikes and rides

a distance of more than 200 meters.

2002- India’s first Cruiser – The

‘THUNDERBIRD’- is launched.BBC Wheels

awards it ‘The Best Cruiser 2002’ title. The Bullet Machismo enters commercial

production. Dan Holmes and Johnny Szoldrak won the National Road Race

Championship (60’s Class) on a Bullet.

38
2003

The first ‘RIDER MANIA’ gets together is held in

Goa.

REDS are formed in Pune.

The Bullet enters the Automotive ‘Hall of Pride’ at the ICICI Overdrive awards.

1000 Riders descend on Redditch for the Royal Enfield Owners Club 25th

Anniversary.

Royal Enfield is one of the top ten 125-500 cc brands in UK.

2004-The 2004 Bullet Electra is launched.

The retro styled Bullet Machismo is rated

‘No.1Cruiser’ in TNS Auto car survey.The Bullet

Electra International with a lean-burn engine is

launched in the UK.34 men ride simultaneously on a Bullet, setting a new world

record.

2005

Royal Enfield India Celebrates 50 glorious

years of motorcycling and unveils a

blueprint for the future. The 2005 Bullet

Electra features a revolutionary 5-Speed left side gear shift that makes the

marquee more accessible to motorcyclists. The Legend rides on…

39
2006

Royal Enfield develops a fully integrated Twin Spark, 5-Speed engine that

delivers a dramatic increase in performance and efficiency. The new engine will

power all domestic and International models from 2007 onwards.

2007

Royal Enfield launches the all new limited edition

Machismo 500LB with customized accessories.

The legendary Bullet 350 needs no

introduction. Now Bullet 350 is with all new

UCE engine. This classic machine has kept

place with advances in engineering and

ergonomics without diluting its impeccable pedigree. 

 A long wheel base and bigger tires provide increased stability and road grip,

making it ideal for long distance travel.Its aristocratic black & gold livery and

thumping engine beat remind passers-by that they are in the presence of

automotive royalty.

2008

The Thunderbird Twins Park will be the first

model to feature Royal Enfield’s revolutionary

Unit Construction Engine. All the well loved

40
features of the Thunderbird have been retained and enhanced in some cases. Also,

the twin benefit of improved performance and engine efficiency makes this

motorcycle hard to beat in terms of pure riding pleasure and visual delight. The

evolutionary mix of old and new features in this motorcycle will surely delight its

owners.

2009

The smaller

twin of the Classic 500, the Classic

350 will hold its own against any other motorcycle and then pull some more. The

Classic 350 shares its power plant with the Legendary Thunderbird. The torque to

flatten mountains and the fuel efficiency to cross entire ranges comes in the same

understated yet charming styling. This is a motorcycle that does not need to shout

to be heard. Born of a rich heritage

and bred with Royal Elegance this

350cc thumper has all the qualities

of a typical Royal Enfield.

Appreciated then, appreciated

now...

41
Why ride a lesser bike. Nothing more to be said.

The Classic 500 comes to India. Armed with a

potent fuel injected 500cc engine and clothed in

a disarmingly appealing post war styling, this

promises to be the most coveted Royal Enfield in history. For those who want it

all. The power, the fuel efficiency, the reliability and simple, yet drop dead

gorgeous classic styling. The classic turns heads not because it wants to but

because it can’t help it. You will appreciate the beat not just for the music it

creates but also for the muted feeling of strength and power that it signifies. The

view is simply better when you are astride a Royal Enfield Classic 500 – whether

moving or still. Nothing more to be said.

Army's stunt riders break record- ARMY

PERSONNEL IN BANGALORE SET RECORD OF

CARRYING 48 PERSONS ON ONE BIKE Indian Army

personnel broke a world record by being the only team in

the world to cross a staggering distance of 1000 meters

carrying 48 persons on a single moving 500 cc Royal

Enfield motorcycle. ‘Tornadoes', the motorcycle display team of Army Service

Corps today broke two world records by being the only team to achieve a

staggering distance of 1100 meters with 54 persons on a single bike. They broke

the record of Corps of Military Police who carried 48 persons on a single moving

42
500 CC motorcycle here recently. The team while exhibiting extraordinary skill,

courage, endurance and mental strength, entered the annals of record books by

performing this breathtaking feat on a 500 CC Royal Enfield motorcycle at the

Runway of Air Force Station Yelahanka in the presence of a large number of

military and civil dignitaries.The 'Tornadoes' was raised in 1982 after having given

a stupendous display of daredevilry in the 1982 Asian Games. "Since then the men

of the Tornadoes Team by their sheer grit, determination and spirit of adventure

have created a niche for themselves by rewriting various records," the release

said.The team at one point of time had achieved the distinction of holding seven

world and national records of varying degrees of complexity and fortitude, it said.

43
 ORGANISATIONAL STRUCTURE

GENERAL MANAGER
(Proprietor)

Sales Manager Service Manager Service Manager

Showroom Service Accountant

In charge Supervisor
charge

Team Service Assistant

Manager Staffs Accountant

Sales

Representative

44
OBJECTIVES OF THE
STUDY

45
 OBJECTIVES OF THE STUDY
1. To study preference level of consumer towards Royal Enfiled in Lucknow

Market

2. To know about the experience after purchase relating various parameters

(Service, bike performance, mileage etc).

3. To ascertain the barriers to purchasing a Bullet for a prospective customer.

4. To ascertain the factors that affects the choice of a Bullet as a motorcycle

for common man.

5. To understand the reasons for purchasing Royal Enfield bikes.

6. To know about the experience after purchase relating various parameters

(Service, bike performance, mileage etc)

7. To propose an effective Promotional campaign plan for brand Royal

Enfield.

8. To determine the customer’s satisfaction regarding bikes and after sales

service.

46
 RESEARCH
METHODOLOGY

47
 RESEARCH METHODOLOGY
The research will be carried out in various phases that constitute an approach of working

from whole to part. It includes subsequent phases trying to go deeper into the user’s

psyche and develop a thorough understanding of what a user looks for while buying a

bike.

The first phase is completely internal where it is stormed over the most effective route of

action, considering that Bullet users in Lucknow are more in number.

The second phase is with some of the seasoned bikers who have been using Bullets for

some time now and are generally known and respected amongst the Bullet community.

The third phase is with some respondents who will be interviewed with the help of

questionnaire keeping in mind the time and cost constraints.

TOOLS OF DATA COLLECTION

The information relevant for study was drawn from Primary data collected through

survey method, which alone was not sufficient. Hence Secondary data was collected to

study successfully.

 Primary data- In order to find out customer satisfaction regarding bikes of Royal

Enfield Primary Data was collected by personally visiting the dealerships and

showrooms. With the help of a well laid questionnaire, I took the feedback from

the customers who were coming for the services of their bikes at the dealerships.

As well as I contacted some of the customers through telex calling by taking the

data about the customers from the customer data register of the dealership. I

48
 interviewed them and discussed with the showroom staff as well as with the

employees at Royal Enfield which helped me to prepare the research Report.

 Secondary data- The Secondary Data collection involved internet search,

browsing magazines, newspapers and articles and papers related to the two

wheeler industry in India. Numerous Journals and books related to the topic were

also browsed to understand the dynamics of the industry.

SAMPLE DESIGN

The research was carried out in various phases that constituted an approach of

working from whole to part. It included subsequent phases trying to go deeper into the

user’s psyche and develop a thorough understanding of what the user looks for while

buying a bike. In order to get a perspective from non-Bullet riders as to what are the

reasons for not choosing a Bullet, I administered the same questionnaire to riders who

used other motorcycles keeping in mind the time and cost constraints. For the customer

satisfaction study a sample of 75 persons was chosen from the in Lucknow city. The

sample was judgmental and methodology was convenient random sampling.

Size of Sample 75

Sampling technique Convenient Sampling method

Location from which samples were taken Lucknow city

PLAN OF ANALYSIS

 Raw Primary data has been collected with help of questionnaire. The raw data has

been tabulated with the help of table. From the tables, concept, analysis and

49
 inferences are drawn which in turn was used for interpretation. Based on, these

charts were prepared to better pictorial understanding of the study.

 From the set of inferences and interpretation, conclusion have been drawn which

is followed by suggestions, keeping the objectives in mind throughout the study.

SCOPE OF THE STUDY

 This study includes Customer’s response and awareness towards the brand,

products and services of Royal Enfield. The results are limited by the sample size

75 numbers and therefore the opinion of only selected customers is taken into

consideration. Mainly this study is conducted in Lucknow City and the scope is

limited.

50
LIMITATIONS

51
 LIMITATIONS
 This research is geographically restricted to Lucknow city only. Hence the result

cannot be extrapolated to other places.

 The study is restricted only to the organized sector of two wheeler industry.

 Sample size was confined to 75 respondents keeping in view of time and cost

constraints.

 Findings are based on sample survey. The information executed by respondents

may or may not be true because some respondents may not be serious. However

all possible has been made to collect the information as authentically as possible.

 All interview questions are undisguised or direct. Hence there is a scope for the

respondents to be biased or pretentious.

 This project has been taken up at the undergraduate level and the knowledge and

experience of the student is limited and hence may not be professional enough.

52
DATA ANALYSIS AND
INTERPRETATION

53
 DATA ANALYSIS AND INTERPRETATION

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE

AGE NO. OF PERCENTAGE
RESPONDENTS
20-24 30 40%

25-29 19 26%

30-34 14 18%

Above 35 12 16%

TOTAL 75 100%

16%

40% 20-24
25-29
18%
30-34
Above 35

26%

GRAPH No.1
GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE
Interpretation
It is revealed that majority of respondents are between 20 and 29 years. From this we can
conclude younger generation and middle age are more interested in Royal Enfield may be
because this is the age where they start earning.

TABLE No.2

54
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON
GENDER

GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 69 92%

FEMALE 6 8%

TOTAL 75 100%

8%

Male
Female

92%

GRAPH No.2
GRAPHSHOWING-THE PROFILE OF THE RESPONDENTS BASED ON
GENDER
Interpretation
It is clear that most of the users of Royal Enfield are males mostly because of the manly
look of the bikes.

55
TABLE No.3
TABLE SHOWING-THE OCCUPATION OF RESPONDENTS
OCCUPATION NO.OF PERCENTAGE
RESPONDENTS
STUDENT 33 44%

GOVERNMENT SERVICE 5 6%

EX-SERVICEMEN 3 4%

PROFESSIONAL 21 28%

SELF-EMPLOYED 13 18%

TOTAL 75 100%

No. of Respondents

18%
Student
Govt service
44% Ex-servicemen
Proffesional
Self-employed
28%

6%
4%

GRAPH No.3
GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS
Interpretation
It is clear that users are mostly Professional males, 20-35 years of age including some
students because of the looks and power of the bike.

56
TABLE No.4
TABLE SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS
INCOME GROUP NO. OF PERCENTAGE
RESPONDENTS
LESS THAN 1,20,000 39 52%

1,20,001-3,60,000 10 14%

3,60,001-7,20,000 14 18%

ABOVE 7,20,000 12 16%

TOTAL 75 100%

16%

18%

52%

Less than 1,20,000

1,20,001-3,60,000
3,60,001-7,20,000
14% Above 7,20,000

GRAPH No.4
GRAPH SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS
Interpretation
It shows that Royal Enfield is placing their products in the appropriate and reasonable
price range and the people of income bracket less than 1,20,000 can easily afford this
Bike.

57
TABLE No.5
TABLE SHOWING-THE MODEL OF THE ROYAL ENFIELD THE
RESPONDENTS PRESENTLY OWN
MODEL NO. OF PERCENTAGE
RESPONDENTS
BULLET 500 11 14%

THUNDER BIRD 7 10%

BULLET ELECTRA 15 20%

MACHISMO 500 6 8%

BULLET 350 16 21%

CLASSIC 500/350 17 23%

OTHERS 3 4%

TOTAL 75 100%

18 17
16
16 15
14
12 11
10
8 7
6
6
4 3
2
0
No. of Respondents

Bullet 500 Thunder Bird Bullet Electra Machismo 500

Bullet 350 Classic 500/350 Others

GRAPH No.5
Interpretation
It clearly shows that customers are not attracted to only one particular model due to the
variants available and because the Classic 500/350 are the newly released models they
are fast moving now.

TABLE No.6

58
TABLE SHOWING- THE PURCHASING WAY OF THE CUSTOMERS

PURCHASED BY NO. OF PERCENTAGE

RESPONDENTS
CASH 54 72%

LOAN 21 28%

TOTAL 75 100%

No.of Respondents

28%
CASH
LOAN

72%

GRAPH No.6
GRAPH SHOWING- THE PURCHASING WAY OF THE CUSTOMERS
Interpretation
It is clear that customers are easily affording the price of Royal Enfield bikes and they are
not feeling much problem with the amount.

59
TABLE No.7
TABLE SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER
MOTORCYCLE WHILE PURCHASING ROYAL ENFIELD BIKE

YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 27 36%

NO 48 64%

TOTAL 75 100%

36%

64%

YES NO

GRAPH No.7
GRAPH SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER
MOTORCYCLE WHILE PURCHASING ROYAL ENFIELD BIKE
Interpretation
It is clear that majority of the customers directly chose Royal Enfield as their bike and
dint even have a look at the nearest alternative bike and this shows the loyalty of the
customers towards the brand Royal Enfield.

60
 TABLE No.8
TABLE SHOWING- THE SOURCE OF AWARENESS FOR CUSTOMERS
WHILE BUYING THEIR ROYAL ENFIELD BIKE
MEDIA NO. OF PERCENTAGE
RESPONDENTS
NEWSPAPERS 6 8%
MAGAZINES 24 32%
FRIENDS 11 14%
ROADSHOW 7 10%
TV ADDS 5 6%
WEBSITE/BLOGS 15 20%
SHOWROOM 7 10%
TOTAL 75 100%

Analysis
As we can see here the major promotional tool which is influencing the customers is
Magazines and Website which is around 32% and 20% respectively, after that the source
of awareness among customers is a mixed response where in 14% from friends, 10%
each from road shows and showroom, finally newspapers consists 8% and 6% from
Television adds which is very poor.
Interpretation
It clearly shows that Advertisements are rarely recalled and are highly ineffective
amongst non-Bullet riders. It’s clear that Royal Enfield should concentrate on its
advertising campaign to reach the customers.

61
GRAPH No.8
GRAPH SHOWING- THESOURCE OF AWARENESS FOR CUSTOMERS
WHILE BUYING THEIR ROYAL ENFIELD BIKE

35%

30%

25%

20%

15%

10%

5%

0%
r
ape es
p in s
ws az on
ne ag ti ow
m r ela dsh dd
s
e
nd ro
a
tv
a sit
sa we
b om
en
d
wro
fri sh
o

62
TABLE No.9
TABLE SHOWING- THE MILEAGE OF ROYAL ENFIELD AFTER
PURCHASE OF BIKE

MILEAGE NO. OF PERCENTAGE

RESPONDENTS
45km/lit & Above 5 6%

40-45 16 22%

35-40 26 34%

30-35 18 24%

Below 30 10 14%

TOTAL 75 100%

Analysis
From the above table it is clear that 56% of respondents gain mileage of 35-45km/lit
which is really good, 24% of them between 30-35km/lit, 14% below 30km/lit and 6%
above 45km/lit.
Interpretation
It clearly shows that mileage of the Royal Enfield bikes is economical & mileage
between 35 and 40 that too on Indian roads with heavy traffic is a great deal.

63
GRAPH No.9
GRAPH SHOWING-THE MILEAGE OF ROYAL ENFIELD AFTER PURCHASE
OF BIKE

30

25

20

15

10

0
45km/lt 40-45 35-40 30-35 Below 30

64
TABLE No.10
TABLE SHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE

FREQUENCY OF NO. OF PERCENTAGE

BREAKDOWN RESPONDENTS
VERY OFTEN 8 10%

RARELY 19 26%

NOT AT ALL 48 64%

TOTAL 75 100%

Analysis
From the above table it is clear that 64% of the respondents say that there is no problems
or breakdown of their bikes after purchase, 26% say rarely their bikes get repaired and
10% of respondents say their bikes breakdown very often.
Interpretation
It is clear that most of the Royal Enfield bikes doesn’t breakdown at all and it is not
problematic and not involved into repair always.

65
GRAPH No.10
GRAPHSHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE

10%

26%

64%

Very often
Rarely
Not at all

66
TABLE No.11
TABLE SHOWING- THE PLACE OF PURCHASE OF ROYAL ENFIELD BIKES
& THEIR SATISFACTION LEVEL TOWARDS IT
PLACE OF NO. OF PERCENTAGE
PURCHASE RESPONDENTS
SHOWROOM 48 64%
DIRECT SECOND HAND 22 30%
USED VEHICLES 5 6%
DEALERSHIP
TOTAL 75 100%

RESPONSE FOR NO. OF PERCENTAGE

SATISFACTION RESPONDENTS
YES 57 76%
NO 18 24%
TOTAL 75 100%
Analysis
64% of the Bullet riders prefer to buy their bike from showroom only and 30% may buy
it Second hand dircetly. But none of them buys the bike through brokers which shows
that reliability of an outside party is low while making the purchase decision among the
Bullet riders.Also 76% of respondents are very much satisfied with the place of purchase
of their bike and 24% are not at all satisfied.
Interpretation
It is clear that most of the respondents prefer to buy their bike brand new from showroom
only and majority of the customers are very much satisfied with the place of purchase of
their Royal Enfield bike. This also shows there is more demand for new bikes.

67
GRAPH No.11
GRAPH SHOWING- THE PLACE OF PURCHASE OF ROYAL ENFIELD
BIKES AND THEIR SATISFACTION RESPONSE TOWARDS IT

48
No. pf Respondents
50
45
40
35
22
30
25
20
15 5
10
5
0
Showroom Direct second hand Used vehicles dealership

Point of satisfaction
24%

Satisfied
Not Satisfied

76%

68
 TABLE No.12
TABLE SHOWING- THE AVAILABILITY OF SPARE PARTS IN THE
MARKET
AVAILABILITY NO.OF PERCENTAGE
RESPONDENTS
READILY AVAILABLE 51 68%

DON’T GET THEM 8 10%

READILY
DON’T HAVE GOOD 12 16%
SPARES SUPPLY
MAJOR HEADACHE 4 6%

TOTAL 75 100%

Analysis
From the above it is clear that 68% of the respondents are satisfied with the availability of
spare parts and remaining 32% of respondents are discontent with the availability of
spare parts.
Interpretation
It is clear that majority of the respondents are satisfied with spare parts availability and
we can say that Royal Enfield has good distribution channel for spare parts in the city.

69
GRAPH No.12
GRAPH SHOWING-THE AVAILABILITY OF SPARE PARTS IN THE
MARKET

6%

16%

10%

68%

Readily Available
Don't get them readily
Don't have good spares supply
Major headache

70
TABLE No.13
TABLE SHOWING- THEMAJOR PROBLEMS AFTER PURCHASING ROYAL
ENFIELD BIKE
PROBLEMS NO. OF PERCENTAGE
RESPONDENTS
HIGH MAINTENANCE 11 14%

POOR AFTER SALES 7 10%

SERVICE
HIGH PRICE 15 20%

LOW MILEAGE 8 10%

NOISY VEHICLE 3 4%

NO PROBLEM 31 42%

TOTAL 75 100%

Analysis
Maximum number of people (42%) described that there is no problem with the bike after
purchase, 20% had an issue with the price range, third biggest problem was 14% of them
felt high maintenance was required for the bike, only 4% of them felt it was noisy vehicle
and while 10% of respondents each refrained because of the low mileage and the poor
after sales service of Bullet.
Interpretation
It is clear that majority of the people who choose Royal Enfield as their bike don’t have
any problems or issues with their bike’s performance.

71
GRAPH No.13
GRAPH SHOWING-THEMAJOR PROBLEMS AFTER PURCHASING ROYAL
ENFIELD BIKE

14%

10%
42%

20%
High maintainance
Poor after sales
service
High Price
4% Low mileage
10%
Noisy vehicle
No problem

72
TABLE NO.14
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP
RATING NO. OF PERCENTAGE
RESPONDENTS
POOR 4 6%

AVERAGE 8 10%

GOOD 20 26%

EXCELLENT 43 58%

TOTAL 75 100%

Analysis
From the above table it is clear that 6% of the respondents rated very poor and they were
not at all satisfied, 10% of them rated average, 26% of them rated good and maximum
number of respondents i.e. 58% rated excellent and these respondents were very much
satisfied with their bikes power and pick up.
Interpretation
It is clear that majority of the respondents are satisfied with their bikes power and pick
up. This shows Royal Enfield has an excellent satisfaction level within the customer.

73
GRAPH No.14
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP

45 Excellent
40
35
30 Good
25
20
15 Average
10
5
0 Poor
No. of Respondents

74
TABLE No.15
TABLE SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY
RATING NO. OF PERCENTAGE
RESPONDENTS
POOR 7 9%

AVERAGE 12 16%

GOOD 24 32%

EXCELLENT 32 43%

TOTAL 75 100%

Analysis
From the above table it is clear that 9% of the respondents rated very poor and they were
not at all satisfied, 16% of them rated average, 32% of them rated good and maximum
number of respondents i.e. 43% rated excellent and these respondents were very much
satisfied with their bikes comfort and safety.

75
GRAPH No.15
GRAPH SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY

9%

16%

43%

Poor
Average
32% Good
Exellent

Interpretation
It is clear that majority of the respondents are satisfied with their bikes comfort and
safety. This shows Royal Enfield has an excellent satisfaction level within the customers.

76
FINDINGS

77
 FINDINGS

1. It is revealed that majority of users are between 20 to 29 years. From this we can

conclude younger generation and middle age are more interested in Royal Enfield

may be because this is the age where they start earning.

2. It is clear that most of the users of Royal Enfield are males mostly because of the

manly look of the bikes.

3. Users are mostly Professional males, 20-35 years of age including some students

because of the looks and power of the bike.

4. Royal Enfield is placing their products in the appropriate price range. As the

people of this income bracket less than 1,20,000 can easily afford this Bike.

5. Customers are not attracted to only one particular model due to the variants

available and because the Classic 500/350 is the newly released models they are

fast moving now.

6. Customers are easily affording the price of Royal Enfield bikes and they are not

feeling much problem with the amount and purchasing way of most of the

customers is leading in cash sector.

7. Majority of the customers directly chose Royal Enfield as their bike and dint even

have a look at the nearest alternative bike and this shows the loyalty of the

customers towards the brand Royal Enfield.

8. Advertisements are rarely recalled and are highly ineffective amongst non-Bullet

riders. It’s clear that Royal Enfield should concentrate on its advertising campaign

to reach the customers.

78
9. It clearly shows that mileage of the Royal Enfield bikes is economical & mileage

between 35 and 40 that too on Indian roads with heavy traffic is a great deal.

10. Most of the Royal Enfield bikes doesn’t breakdown at all, it is not problematic

and not involved into repair always.

11. It is clear that most of the respondents prefer to buy their bike brand new from

showroom only and majority of the customers are very much satisfied with the

place of purchase of their Royal Enfield bike. This also shows there is more

demand for new bikes.

12. It is clear that majority of the respondents are satisfied with spare parts availability

and we can say that Royal Enfield has good distribution channel for spare parts in

the city.

13. It is clear that majority of the people who choose Royal Enfield as their bike

doesn’t have any problems or issues with their bike’s performance.

14. Majority of the respondents are satisfied with their bikes power and pick up. This

shows Royal Enfield has an excellent satisfaction level within the customer

15. Majority of the respondents are satisfied with their bikes comfort and safety. This

shows Royal Enfield has an excellent satisfaction level within the customers.

16. Majority of the respondents are satisfied with their after sales service and few

respondents are not at all satisfied. This shows Royal Enfield has a good

satisfaction level within the customers.

17. It is clear that People who choose not to buy Bullets do so because of low

promotion, high price and maintenance. So Royal Enfield should concentrate on

their promotional campaigns and make sure it reaches the common man.

79
18. It is clear that most of the respondents service their bikes in the showrooms and

also with a well known bullet mechanic. There is no much difference but this

shows people have less trust with the showroom service.

19. Most of the respondents agree that the company takes action towards the

complaints lodged by the customers and also the satisfaction level of the customers

is very high. This shows Royal Enfield checks at the complaints registered by their

customers on regular basis to maintain its brand value.

20. Majority of the respondents are very much interested in Rider Mania and also

shows that respondents are very passionate Enfield fans.

80
RECOMMENDATIONS

81
 RECOMMENDATIONS
 Aggressive selling- The Company should follow an aggressive selling concept. A

non-aggressive selling concept which is clearly visible in its advertising campaign

which does not hit on the customer rather aims to provide information in a subtle

manner.

 Promotional campaign-The Royal Enfield ads seen on electronic and print media

are absolutely out of touch with the Indian culture and thought process. An Indian

consumer irrespective of their income level has a soft corner for traditions and

culture of India. Hence, all companies including market leaders like Hero Honda

and Bajaj capitalize on this behavior of customers and design their ad campaigns

keeping India in mind.

 Weak follow up from dealerships- It was observed during the study that Royal

Enfield was quite weak in following up with prospective customers.

 Measures should be taken to improve its dealership- Showrooms are very small in

size and do not reflect the quality and scale of Royal Enfield in the market.

 Should improve the after sales service- During the survey it was found that Royal

Enfield is not satisfying all their customers in after sales services, employees at

dealership sometimes use harsh words and become rude to the customers, parts of

the bike are not easily available in the market. This is the major drawback in

capturing the market share so Royal Enfield should take some better steps to

satisfy and retain their customers.

82
 Increase in customer query response- During the study it was found that dealers

are not satisfying the queries of customers and so suggested to increase customer

query response by dealers.

 Youth oriented promotion- Company should focus more on younger generation as

it can increase sales and market share in Lucknow.

 Purchasing way of customers- Customers are easily affording the price of Royal

Enfield bikes and they are not feeling much problem with the amount. But the

company should also take some steps towards making purchase easier through

bank loans and EMI’s.

 Marketing communication- It should focus on satisfying the needs for Respect,

Power, Safety and Comfort.

 Brand ambassador- A non-flamboyant well-built brand ambassador may be

chosen to represent the Brand. It is necessary for Royal Enfield to have a brand

ambassador from India to connect with the Indian customer.

 Build iconic status- Royal Enfield should concentrate on building around the

iconic status it already enjoys if it plans to attract customers migrating to other

manufacturers.

83
CONCLUSION

84
 CONCLUSION
The study has helped Royal Enfield dealers to understand whether the customers are

satisfied or not. If not what are main reasons for dissatisfaction of customer towards the

dealer and what are the ways of improving the satisfaction level of customer towards

dealer.

We can conclude younger generation and middle age are more interested in Royal

Enfield, the buying behavior is governed predominantly by the need for Power and

respect for the iconic Brand and users are mostly Professional Males, 20-35 years of age,

including some students. Most of the customers are attracted to newly released Classic

350/500, also customers are easily affording the price of Royal Enfield bikes and

customers are very loyal towards the brand Royal Enfield.

Royal Enfield should concentrate on its advertising campaign to reach the customers,

mileage of the Royal Enfield bikes is very economical and most of them prefer to buy

their bike brand new from showroom with the spare parts available in market easily.

Royal Enfield has an excellent satisfaction level within the customer for its power, pick

up, comfort, safety and with after sales service.

It is clear that Royal Enfield checks at the complaints registered by their customers on

regular basis to maintain its brand value and entire Royal Enfield owner are passionate

Royal Enfield fans.

85
BIBLIOGRAPHY

86
 BIBLIOGRAPHY
Books Referred

 Marketing Management, 13th edition - Philip Kotler

 Survey Research Methods - Charles Babbie

Magazines Referred

 The Bullet-In, The Magazine For AllRoyal Enfield Bullet Enthusiasts.

 Royal Enfield Magazine, The BEAT.

Websites Referred

 www.royalenfield.com

 www.wikipedia.org

 www.enfieldmotorcycles.com

87
ANNEXURE

88
 QUESTIONNAIRE
Name:______________________
1. Age:
Gender : Male Female

2. Occupation:
Student Government service
Professional Self employed other

3. Annual Income:
Less than 1, 20,000 1, 20,001-3, 60,000
3, 60,001-7, 20,000 Above 7, 20,000

4. Which model of Royal Enfield do you presently own?

Bullet 500 Thunder Bird
Bullet Electra Machismo 500 Bullet 350
Classic 500/350 others

5. How did u purchase the bike?

Cash Loan

6. Did u consider other motorcycle while buying the Royal Enfield bike?
Yes No
- If yes which bike did you compare with?
Bike cc

7. Please specify your source of awareness of Royal Enfield while buying your bike?
Newspapers Magazines Friends
Road shows TV Adds Website/blogs
Showroom Others

89
 8. Please specify your bike’s mileage?
45km/lit & above 40-45
35-40 30-35 Below 30

9. Frequency of breakdown of your bike?

Very often rarely Not at all

10. Which place did you prefer to purchase your Royal Enfield bike?
Showroom Direct second hand
Used vehicles dealership
Are you satisfied purchasing there? YES NO

11. How about the availability of spare parts?

Readily available don’t get them readily
Don’t have good spares supply Major headache

12. Any major problems after purchasing Royal Enfield bike?

No problem
High maintenance Poor after sales service
High price Low mileage Noisy vehicle

13. How many stars will u rate for your satisfaction level with respect to power and
pick up of your Royal Enfield bike?
Poor Average Good Excellent

14. How many stars will u rate for your satisfaction level with respect to comfort and
safety of your Royal Enfield bike?

90
 Poor Average Good Excellent
15. How does your friend say to your Royal Enfield bike?
Trendy Macho
High Cost Low mileage
Expensive spare parts
Others- If any
16. What do you think is the major barrier for not purchasing Royal Enfield bikes by
non-bullet riders?

High Maintenance Poor after sales service

High price Low mileage

Poor promotion Noisy vehicle

17. Where do you service your Royal Enfield bike?

Showroom Well known bullet mechanic
Nearby garage self service

18. Do you agree that company takes action towards the complaints lodged by the
customers?
YES NO
Are you satisfied with their replies?
YES NO

19. How many times have you suggested your friends or relatives to purchase of Royal
Enfield bikes?
1-2 3-4 More than 5

91
20. Would you like to participate in the Rider Mania organized by the Royal Enfield
club?

YES NO

21. Any suggestions

22.

92