Re Project

CONSUMER PERCEPTION
CHAPTER-1
INTRODUCTION
Title of the project
The project study is "consumer perception towards Royal Enfield bikes"
INTRODUCTION OF THE STUDY
 Royal Enfield is a well-known automobile company that primarily deals in

manufacturing of motor cycles and cycles.
 Apart from, it produces rifles, lawnmowers, stationery engines etc.
 The company’s motto, ”Made Like A Gun” ,reflects its weapon making
legacy’
 Royal Enfield is a company based in India with its headquarters in Chennai.
 It produced its first ever bike under the brand name of ‘Enfield
Manufacturing co.’ in the year 1892 in Redditch, England.
Statement of the problem
The study determines the perception of the consumer towards the Royal Enfield
bikes. The study thus seeks to collect the information from the respondents on the usage
patterns and preference bike what they feel about the product or if there is any thing that
the consumer do not like the product in this respect
VIJAYANAGARA COLLEGE HOSPET - 583201 1

CONSUMER PERCEPTION
Objective of the study
The objectives of the study are as follows:
 To study the consumer perception towards the Royal Enfield bikes.

 To understand the attitude of the consumers towards the Royal Enfield bikes and
also to understand the buyer behavior.
 To study the brand awareness, brand images and perception of consumers towards
various brands.
 To study the preference of customers on different varieties of Royal Enfield bikes.
 To study consumers expectations in respect to Royal Enfield bikes.
 To study the brand loyalty of Royal Enfield customers.
 To give suitable conclusions and recommendations for findings.

CONSUMER PERCEPTION
Scope of the study

The study helped in knowing about the awareness and satisfaction and also the
perception of consumers towards Royal Enfield. It also helped to analyse the dealer's
attitude towards the service and benefits rendered by the company.
This study also helps the management graduates and fellow researchers who would
like to increase their knowledge on the subjects which might be of help in the near
future while looking for works.

CONSUMER PERCEPTION
Limitations of the study

1. The research was confined to Bangalore city only; it represents the customer's
perception towards Royal Enfield bikes.
2. The second limitation was the lack of time due to which only 100 questionnaires
were distributed. And also 100 questionnaires are very small in number.
3. The third limitation is that assumptions were made that respondents have disclosed
the correct information.
4. Even among the 100 consumers some were not so patient to fill the questions given
to them due to lack of time.
researcher was able to overcome the above limitations in order to collect the
useful data for the present study. The above limitations in no way affect quality of
the study.
METHODOLOGY OF THE STUDY

The research was carried out through survey method. Fieldwork was carried out in
order to collect the data. Data was collected through questionnaire and interview with
consumers. The study analysis of the data was done through simple statistical technique
such as drawings of percentage for generalization. Construction to tables for tabulating
the primary data. The use of bar diagrams, Pie diagrams and base diagrams to have
better understanding etc., of the study are also adopted in the study.

CONSUMER PERCEPTION
AREA OF STUDY
Data were collected from three sources for the present study.
collection of data
1. Primary data
2. Secondary data
3. Field data
1. PRIMARY DATA
Primary data assumes a great importance in this type of studies. In this study
primary data had been collected from structured questionnaires, observation methods,
and interpretation with the executives of the company. In these ways data's are very
important and plays a vital role.
2. SECONDARY DATA
Secondary data had been gathered from many sources namely.
 Company records and reports.
 Company website, news papers, magazines and journals.
 Standard references and books
 purpose of using secondary data was to increase accuracy, interpretation conclusion
and recommendations.
3.FIELD WORK
The study involved a fieldwork of around 10 days. where in target segments, users
were contacted individually, questionnaires were given to them and answers were
collected. Field study was conducted in various parts of Bangalore city.

CONSUMER PERCEPTION
SAMPLING PLAN
The term sampling plan refers to the investigation of the part of sole population
representing its general qualities as far as possible. Sampling is a tool which enables us
to draw conclusion about the characteristics of the population after studying; only these
subjects or items are included in the sample. Convenient sampling method was used for
the study.
Sampling techniques
The sampling techniques used for the purpose of this project report was convenience
sampling, which is a non probability sampling. In this kind the respondents are chosen
according to the researcher. The respondents were selected according to convenience
and care was taken to interview respondents from different parts of Bangalore city.
Sample size
In this project a sample size of 100 individuals was chosen for the study.
Tools and techniques of data collection

 The survey was did by distributing the structured questionnaires
 Convenient sampling method was used to collect the information

CONSUMER PERCEPTION
INTRODUCTION TO MARKETING
Marketing is the process of performing market research, selling products and/or

services to customers and promoting them via advertising to further enhance sales. It
generates the strategy that underlies sales techniques, business communication, and
business developments. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the
customer. With the customer as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management.
Marketing evolved to meet the stasis in developing new markets caused by mature
markets and overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived needs
and wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions.
It proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.
An orientation, in the marketing context, related to a perception or attitude a firm holds

towards its product or service, essentially concerning consumers and end-users.
Throughout history, marketing has changed considerably in time with consumer tastes.

CONSUMER PERCEPTION
CONSUMER PERCEPTION
Perception is the process by which an individual selects, organizes ad interprets
information inputs to create a meaningful picture of the world. A stimulus is any unit of
input to any of the senses. Stimuli include products, packages, brand names,
advertisements and commercials. Sensory receptions are the human organs (the eyes,
ears, nose, mouth and skins) that receive sensory inputs. Their sensory function is to
see, hear and smell taste and feel. All of these functions are called into play either
singly or in combination in the evaluation and use of the most consumer products.
perception has strategy implication for marketers because consumers make decision
based on what they perceived rather on the basis of same object because of three
perceptual process. They are
1. SELECTIVE ATTENTION:
Selective attention means that marketers have to work hard to attract
consumer's notice
2. SELECTIVE DISTORTION:
Sometimes even noticed stimuli do not always come across in the way the
senders intended. Selective distortion is the tendency to twist information into
personal meanings and interpret information in a way that will fit our
preconceptions. Unfortunately there is not much that marketers can do about
selective distortion.
3. SELECTIVE RETENTION:
people will tend to forget much that they learn but will tend to retain
information that supports their attitudes and beliefs.
Because of selective retention, we are likely good points mentioned about a product.
Selective retention explains why marketers use drama and repetition in sending
messages to their target market.
ATTITUDE
An attitude is a person's enduring favorable or unfavorable evaluation, emotional
feelings and action tendencies towards some idea or object

CONSUMER PERCEPTION
MEANING OF CONSUMER PERCEPTION

Perception is the process by which an individual selects, organizes and interprets
information inputs to create a meaningful picture of world. The key word is the
definition perception is individual; one person might perceive a fast talking sales person
as aggressive, another as intelligent. People can emerge with different perception of the
object customers oriented thinking requires the company to define customers needs
from of view. Every product involves tradeoffs and management cannot know what
they are without talking and researching customers. Thus a car buyer would like a high
performance car that never breaks down., that is safe attractively styled and also cheap
or affordable for the people. Since all of these virtues cannot be combined in one car,
the car designers must make hard choices not on what pleases them but rather on what
customers prefer or expect from them or from the product that they are going to buy. As
the main aim is after all to make a sale through meeting the customer's needs.
Why is it supremely important to know the perception of the customers because

basically a company's sales each period comes from 2 groups? They are
1. New customers
2. old customers
Customer retention is more critical than customer attraction and the key to
customer's retention is to know the customers perception about the company or product
and see to it that the customer is fully satisfied. A company who learns the perception
of the consumers is surely going to create loyal customers. Therefore loyal customers:
1. Buys again.
2. Talks favorably to others about the company.
3. Pays less attention to competing brands and advertising.
4. Buys others products also from the same company.
Hence companies should go beyond meeting the mere expectations of the consumers.
The companies should keep mind what the consumers feel about the brand or the
product and should go on fulfilling their needs and what changes delight a customer, the
consumer talks to even more acquaintances about the fine company and their product.

CONSUMER PERCEPTION
The delighted and the satisfied consumers are more effective advertisers than the
advertisements that are placed or given in the media. Now let us consider what happens
when the company is unaware of consumer's perception: As we have pointed out that
consumer only do the advertising of the company who are aware of consumers
perception and know their expectations and fulfill their needs. A company who is
unaware of consumer's perception doesn't survive in the competitive market. Customers
will be dissatisfied with their products. In fact in one study, 13% of the people who had
a problem with an organization complained about the company to more than 20 people.
Suppose each person who told the bad story about the company to eleven people, who
told another eleven, and so on. Clearly, bad word of mouth can easily poison public's
attitude about the company.
Thus a company should be wise enough to regularly be in touch with the consumers.
It cannot also rely first on voluntary complaints from the customers when they are
dissatisfied. In fact, 96% of unhappy customers never tell the company. Companies
should set up suggestion and survey systems to maximize the customer's opportunity to
complain. In this way the company will learn how well it is doing. It is also a major
way for the company to learn how to do better from before. The company also claims
that over two thirds of its innovation ideas come from listening to consumer complaints.
Listening is not enough, the company must respond constructively to the complaints
of the consumers who register a complaint. Customer who have complained to an
organization and had their complaints satisfactorily resolved tell to an average 5 people
about the treatment they received.
when a company realizes that a loyal customer may account for a substantial sum of
revenue over the years. It seems foolish to risk losing the customer by ignoring a
grievance or quarrelling over a small matter. For e.g. IBM makes every sales person
write a full report on each lost customer and all steps are taken to know the perception
of customers, why they lost and try to regain that lost consumer by fulfilling their needs
or by improving the products
The customer-oriented company should manage to increase consumer needs and
loyalty so that they don't have to worry even if its profits are down in a particular year.
But if on the other hand the profits rises but its customers keep falling than the company
is on wrong track.

CONSUMER PERCEPTION
Profits could go up and down in a particular year for many reasons including rising
costs, falling prices, major new investments etc., but the ultimate sign of a healthy
company is that its customers are loyal. Consumer perception is the best means for the
company's future profits and growth.
UNDERSTANDING PERCEPTION
Information processing involves a series activity by which stimuli are perceived,
transformation into meaningful information are stored. As shown in the following
figure the first three steps constitute perception and fourth represents storage of
information (memory).
Reality to an individual's perception, a personal phenomenon, on the basis of which
the individuals acts or reacts and not on the basis of objectives reality. For this reason,
marketers are particularly interested in consumers perception than their knowledge of
objectives reality. Simply put, perception is how see the world around us. different
individuals may be exposed to the same stimuli under the same conditions but how each
individual recognizes the stimuli, selects them, organizes them and interprets them is
unique in case of each person and depends on his needs, wants, values, benefits,
personal experiences, moods and expectations. Perception is also influenced by
characteristics of the stimuli, such as size, color, intensity etc. And the context in which
it is seen or heard. Some of the basic concepts associated with the perception are as
follows.
DEFINITION
Schiffman and kanuk have defined perception as "The process by which an
individual selects, organizes and interprets into a meaningful and coherent picture of the
world". A stimulus is the unit of input to a sensory reception. In a marketing context,
the stimuli include brand names, advertisements, colors, sounds, and packages etc.

CONSUMER PERCEPTION
STIMULUS FACTORS
These are attempts at different and often merit the attention of consumers.
Expectations
People generally see what they expect to see and this expectations is based on
familiarity and previous experience. Consumers often perceive production and produce
attributes as per their expectations.
Motives
Consumers tend to perceive those things that are top most in the most in their need
are want list. They are highly perceptive of stimuli that are relevant to their needs and
interests, thus, stronger the felt need, greater is the tendency to notice motive related
things and ignore unrelated stimuli in the environment.
selective exposure
Exposure occurs when consumer's senses are activated by stimulus. Consumers are
attentive to stimuli, which are relevant, pleasure, or towards which they may be
sympathetic and ignore unpleasant and painful ones.
selective attention
Attention is the momentary focusing of a consumer's cognitive capacity on a
particular stimulus. Consumers have increased awareness of stimuli that are relevant to
their felt needs or interests and decreased awareness of irrelevant stimuli.
Adaptation
Adaptation refers to gradual adjustment to stimuli to which consumers are exposed
for prolonged period. Because of adaptation, consumers do not notice stimuli to which
they have become adjusted.
Perceptual vigilance and defense
Perceptual defense is more likely in anxiety-production stimulus. Because of this
reason, unpleasant, damaging, or threatening stimuli have less of a chance to be
perceived compared to neutral stimuli at the same level of exposure.

CONSUMER PERCEPTION
CHAPTER-2
1.INDUSTRY PROFILE
THE FIRST MOTORCYCLE

We are going to begin by looking at the first bikes. They didn‟t work very well
and they were not very fast but moved with being drawn by a horse or being pedalled.
When you look at a motorcycle today, have you ever thought what the old bikes
were like? Were they easy to ride? How fast did they go? Were they comfortable?
To answer all these questions, we have got to go quite a long way back say about
100 years. The world was very different in those days and there must have been a
feeling of great excitement. There was a great interest in science and engineering and
almost every week, some fantastic new invention appeared. First there were gaslights
and then electricity and new cures for many kinds of illnesses were always being
announced this was period when people started thinking about how to travel quickly
and safely.
Before cars and bikes, the quickest mode of travelling was steam trains. And if
there was a near to where you wanted to go then the next best thing was a stagecoach or
paddle streamer. No one, except the very rich, could get from their own house to where
they were going very quickly. Then in 1885, a German called Gottlieb Daimler made a
small engine, which ran on a kind of petrol. It wasn‟t a very good engine but it just
worked. Daimler fitted the engine to a cycle type frame, which exactly had one wheel at
the front and two wheels at the rear.
In the following year, another German, Wilhelm Maybach rode the Daimler bike
for a few meters- something which everyone thought was very brave. At last, a way of
moving people directly from one place to another had been invented.
Not everybody thought that this was a good idea. In England there was a law,
which said that no vehicle powered by an engine could go faster than 4mph which is
about as fast a s you walk. Many of the people were afraid and urged that the bike
should be banned. But in 1896 an act was passed that bikes can travel 12mph speed-,
which is considered to be a fantastic speed.

CONSUMER PERCEPTION
At the same time, a French engineer called De Dion made the first real good
engine for motorcycle and soon everyone was having a try at making complete
machine. And this was the turning point where bike started getting its actual look many
ideas poured in and were given shapes also.
THE BRITISH BIKES

Today we won‟t see many British bikes on the road but most of the older bikes
were make in Great Britain, which had its name and fame. Now we see very few of
British Bikes. What went wrong?
In 1900, bikes were not very good. They were hard to start, they had poor brakes
and did not have much power but everyone thought they were marvellous. For the first
time, person could have his own individual way of getting about. He had personal
transport, which he could use the moment he wanted to. Above all else, these first
motorcyclists felt the sense of freedom, which a bike gave them.
The motorcycle manufacturers felt the same excitement. New designs appeared
almost every day. Some were excellent and others silly but each factory learnt from
others and bikes got better and better in just a few years.
Then the First World War came in1914, and the whole world changed. Bikes
made in this first period, from 1885 until the end of 1914 are called veterans and the
riders who are reliving how the first motorcyclists rode are still using many today.
When the war came, the bikes went with the army. The fastest way to carry an
urgent message was to send through a good rider on a bike. Here again a bike had a
turning point and during this period bikes got opportunity to claim its stake in the
market. It was considered to be best mode of travelling from remote area to urban and
from plains to rough terrain. Where a horse rider could not think of moving, their bikes
were able to do so. Moreover, a horse rider and horse would take rest after certain
interval of travelling, the bikes did not require since it was a machine.
One such British Bike, which actually made its appearance in the scenario, was
Royal Enfield and was produced in 1931 with four valve system. The name of the bike
was given in 1932 with a suitable name of bullet

CONSUMER PERCEPTION
which exactly had a good resemblance of the today‟s bike. In other words t he
modern bikes have come into shape shown by Royal Enfield.
In 1948, the first 350-bullet roadster was introduced. Although it was a new
motorcycle with many design innovations. It was the first British produced, which had a
rear swing arm. It also had an oil filter and alloy primary chain case.
THE PROFILE OF TWO WHEELER INDUSTRY IN INDIA
Introduction
The feeling of freedom and being one with the Nature comes only from riding a
two wheeler. Indians prefer the two wheelers because of their small manageable size,
low maintenance, and pricing and easy loan repayments. Indian streets are full of people
of all age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of
status by the populace. Thus, in India, we would see swanky four wheels jostling with
our ever reliable and sturdy steed: the 2 wheeler
Recent Economic Developments

India is the 2nd largest two-wheeler market in the world with a size of over Rs
100,000 mn. Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO requirements have
set the industry in a progressive track. Removal of the restrictive environment has
helped restructuring, and enabled industry to absorb new technologies, aligning itself
with the global development and also to realize its potential in the country.
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.

CONSUMER PERCEPTION
Nature of market
In the initial years, entry of firms, capacity expansion, choice of products
including capacity mix and technology, all critical areas of functioning of an industry,
were effectively controlled by the State machinery.
However, the major set of reforms was launched in the year 1991 in response to
the major macroeconomic crisis faced by the economy. The industrial policies shifted
from a regime of regulation and tight control to a more liberalized and competitive era.
Two major results of policy changes during these years in two-wheeler industry were
that the, weaker players died out giving way to the new entrants and superior products
and a sizeable increase in number of brands entered the market that compelled the firms
to compete on the basis of product attributes
Key players in the Two-wheeler Industry:
There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS
Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd
(KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
(Yamaha Scooterettes/Mopeds.), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd
(REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
Types of Two-wheelers in India:

There are mainly three types of two-wheelers available in India. They are
Motorcycles, Scooters and

CONSUMER PERCEPTION
2.COMPANY PROFILE
ROYAL ENFIELD INDIA LTD

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. Its
exquisite range of motorcycles combines distinctive styles with power, riding comfort
and ruggedness to deliver a unique motorcycling experience.
THE BEGINNING
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and
stationary engines under the name Royal Enfield out of its works based at Redditch,
Worcestershire. The legacy of weapons manufacture is reflected in the logo comprising
the cannon, and the motto "Made like a gun". Use of the brand name Royal Enfield was
licensed by the Crown in 1890
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.

CONSUMER PERCEPTION
INDUSTRY Motorcycles, Lawnmowers
SUCCESSOR Royal Enfield Motors (formerly Enfield of India)
FOUNDED 1893, as Enfield Manufacturing Co. Ltd.
DEFUNCT 1971
HEADQUARTERS Redditch, Worcestershire, England
KEY PEOPLE Founders Albert Eadie and Robert Walker Smith
PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor.
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 favourite of the Army and Police
personnel. In 1990, Royal Enfield ventured into

CONSUMER PERCEPTION
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 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.
THE EARLY YEARS

In 1909 Royal Enfield surprised the motorcycling world by introducing a small
Motorcycle with a 2 HP V twin Motosacoche engine of Swiss origin. In 1911 the next
model was powered by a 2 HP engine and boasted of the well known Enfield 2-speed
gear.
In 1912 came the JAP 6 HP 770 CC V twin with a sidecar combination. It was
this motorcycle which made Enfield a household name.
1914 saw the 3 HP motorcycles this time with Enfield own engine which now had
the standardized Enfield paint scheme of black enamelled parts and green tank with
gold trim
BETWEEN THE WARS

At the time of the outbreak of world war I Royal Enfield supplied consignments
of their 6 HP sidecar Outfit motorcycles with Stretchers to the Crown. This same
motorcycle also came with a Vickers machine Gun sidecar attachment which could also
be turned skywards and used against low flying aircraft. Royal Enfield supplied large
numbers of motorcycles to the British War Department and also won a motorcycle
contract for the Imperial Russian Government.
As the factory developed in the 20's the range of models also increased and in
1924 Royal Enfield was offering four versions of the 2 HP two-stroke motorcycle, two
new JAP engine 350 cc motorcycles and two versions of the 8 HP Vickers engine

CONSUMER PERCEPTION
sidecar combinations. During the great depression of the 30s Royal Enfield was also
affected and the demand for motorcycles waxed and waned but the bicycle
manufacturing continued at the same pace and the company trudged on. The Cycar, a
fully enclosed motorcycle model appeared in the early 30s.
During World War II, like other manufacturers of that time Royal Enfield was
also called upon by the British authorities to develop and manufacture military
motorcycles. The models produced for the military were the WD/C 350 cc SV, 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 Enfield 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.
After the war the factory continued manufacturing the models developed during
the war and the legendary J 2 model appeared which went on to be the ancestor of the
legendary Bullet. The same motorcycle which perhaps had the honor of the being the
one with the longest production run in the world.
PRODUCTS

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NEW ADDITION ROYAL ENFIELD BIKES

CONSUMER PERCEPTION
THE INDIA CONNECTION

The grandfather of the bullet was first produced by Royal Enfield in 1931: a four
valve single cylinder was introduced, given the name “BULLET” in 1932. it had an
inclined engine and exposed valve gear. The 1935-G model was the first that assumed
the modern look, with vertical cylinder, cast in pushrod tunnel and
eventually fully enclosed valve gear. It has a gear- driven magneto and double-
ended eccentric oil pump. Over the next few years the single would sport two, three and
four valve cylinder heads.
1948: The first 350-bullet roadster was introduced. Although it was similar in
many ways to the 1935-G model bullet, it was a new motorcycle with many design
innovations. It was the first British production bike with a rear swing arm. It also had an
oil filter (with integral oil tank in the crankcase behind the crank) and alloy primary
chain case. It was a two- valve pushrod design in semi unit style, with gearbox bolted to
crankcase. Rubber kneep ads were on the gas tank. It had four gears (one up, three
down like most British bikes of that era- apparently triumph was the oddity with high
gears up). A trials / scrambler model was also introduced.
1949: the sports model had an unsprung front mudguard.
1951: modifications include smaller front mudguard and silencer, alloy
speedometer nacelle and modified fork ends.
1952: a crankcase breather was fitted plus a side stands. Trials model gets alloy
barrel. Apparently only 16350 bullets made this year. A prototype 500-cc model is
shown in an industry motorcycle show.
1953: the 500 cc roadster model is introduced. The 350cc was upgraded to include
changes designed for the 500cc improved bottom end with four main bearings,
improved lubrication system, modified frame, larger rear brake, single pilot light under
headlamp.
1954: a new casquette (nacelle with speedometer, headlight and twin sidelights)
replaces headlamp bracket. The exhaust angle and rear spring and shock are changed.
The 350 got a frame lug changed. The 350 got a frame lug change. Armstrong units
were adopted for suspension, giving 50 percent more movement.

CONSUMER PERCEPTION
1955: camshaft upgrade. The concentric kicks start and gear changes ever on the
gearbox, plus the air filter are changed. The front brake gets a twin, full width hub, and
brake. The 350 get amonobloc carb. The benchy (dual) seat is now standard, although
the single saddle seat was still available. Around this time, the 500cc bullet was also
sold in America as the Indian “woodsman” In 1955 the Indian government needed a
solid and reliable motorcycle for its police and army, in particular to patrol the rugged
border highways. The bullet was chosen as the most suitable bike for the job. The
Indian government ordered 800 of the 350cc models beyond the company‟s ability to
fill at the time. With more orders from India looming, the company sold its design to
Enfield India, a subsidiary firm in madras, India to start manufacturing them. There was
some retooling and redesign done at the English plant (Redditch) in 1955 to modernize
the bullet (including changes in the gear ratios in 1959). Between 1956 and 1960, the
bullet was released in several models, including a 350cc trials “ works replica” version
and a 350cc “ clipper” model. Technically the engines and power trains were the same
(except for bore size) and the only differences were in exhaust, seating, and
instrumentation. Handlebars and gas tank.
A lot of technical improvements were also making in that time, including moving
to alternator charging (1956) and coil ignition (1960). The 350cc model continued in
production, but the 500cc model was dropped in 1961. An “airflow” model was also
made briefly, with a fairing.
1956: Both models underwent several improvements in a new frame and air filter
housing, battery/ toolkit bow. The engine got a wider floating big-end bush and
cylinders head changes (separate rocker boxes retained) and stronger bottom end. The
500 dual seat was introduced by the Modern Indian Enfield which uses the post- 56
(with metric bearing sizes). And even it used the earlier frame. 1956 Saw an all-welded,
brazed-lug frame introduced, and also sent to India.
1957: Quick-detach rear wheel was introduced as an option. The air filter was
enlarged. The 350cc got an alternator. The bullet is now fully manufactured in India
under the license, at Anna Salai; near Chennai. The tooling equipment was also sold to
make the 350cc bullet in India in 1958. Later the Indian firm upgraded to make the
500cc model as well (one printed source says tooling for both models was sold to India
in 1967 but most agree it was 1957).

CONSUMER PERCEPTION
By this time the English company was under different ownership and that year
they closed the Redditch factory where bullets were manufactured, and hence all the
possible remaining tooling equipments were sold to Chennai at that time, but they
certainly had manufacturing equipment in India a decade ago. On source, Peter Snidal,
says that there were “Moto Cross”(MX) bullets made in this period. The 350 had a cast
aluminium head and the 500 cc an iron barrel. Apparently two 350s and two 500cc were
imported into Vancouver by Frank Carr in 1957. Carr succumbed to cancer shortly after
they arrived and his business stood down at that time. The entire MX bullet that came
into Vancouver in 1957 had Lucas Magdynos on them.
They also were equipped with quick-detachable lights and number plates on the
rear frame, plus high straight pipes as well. They were very fast bikes. The 350 would
blow away just about anything on the street up to 70mph or so.
He says they were essentially the bikes that he saw advertised in cycle magazines
of the time as the Indian woodsman and warrior-competition models. They were very
fast bikes, Snidal writes. “The 350 would blow away just about anything on the street
up to 70mph or so. In fact, I not only saw the original owner of one of them to do it to
just about all of us, at one time or another, including a 500Velo Venom, which was the
2nd fastest (after that day) in our little pack, but also 350 Vipers, (both of them) and
everything else came up again. A few years later, I got hold of it, and Rebuilt/Restored
it, and once again blew away TR6‟s with impunity. It had very radical cams (straight
up, open a long time, straight down-the ramps were so steep is looked like they‟d just
am the camp followers -and the 350‟s came with a 15:1 piston”).
1959: Smaller 17-inch wheels. Coil ignition. Optional Airflow fairing with deeper
front mudguard. Forks modified. Oval oil pump cover plates on 500cc. 30cc got larger,
re-shaped 3.75-gallon gas tank, chain enclosure and larger, wider seven-inch front brake
(the 500 retained its six inch twin drum brake). New stylish gas
tank, trials model gets heavier fly wheels, and exhaust is tucked away, but
continues with magneto.
1960: huge, one –piece alloy cylinder head (big head) casting plus new, larger
„chunky‟ tank for 500. This is also the engine design used for the India Enfield bullet,
coil ignition is introduced.

CONSUMER PERCEPTION
The Royal Enfield fury, produced at this time for the US market, is essentially the
same bike as the Bullet (both 350 and 500cc models), capable of reaching the 100 mph
mark (a f 350cc Enfield tuned by Steve Lindsell in the late 1970s reached 95.64 mph).
It deferred from the bullet by having a the bullets iron and a higher compression piston
(8:9:1 instead of 7:3:1 ). It also had a flange for mounting an optional rev counter, an 18
– inch rear and 19-inch front wheel. Between 1959 and 1963,only 191 machines were
made.
The 500cc boasted a 40bhp output, up from the UK models production of 27bhp.
A 600cc model was also made for a short period.
1961: detachable end – cap fishtail silencer, trials model discontinued except by
special order.
1962: deeper rear mudguard. Both 350 and 500 models discontinued. The UK
Company was sold in 1962 and the bullet line discontinued. Enfield India continued to
churn out bullets just the way they were made in England in 1955. Forty years later they
still do, with a few minor modifications (signal lights, a 28m Mikuni card, 12-volt
electric‟s a better bench seat and in 1990. twin leading – shoe
brakes). While not the largest motorcycle manufacturer in India (they rank about
third, producing around 18,500 bikes a year but have plans to increase that to 25,000)
they are one of its oldest. Initial attempts to import 350 bullets into the UK in the
1970‟s (by the Slater brother and later Evesham motorcycles – according to
one source the actual date of the first re-introduction was 1977), were
unsuccessful. The bike wasn‟t up to par and the exchange r ate wasn‟t very good. So
they were not as inexpensive as they are today. The Indian company had little interest in
making changes the few sales exports could garner.
In 1986, Raja Narayanan, a UK civil servant, returned to his home in India and
started an export farm for the company to bring the bullet back into England. He got his
first 350 into England that year. He was responsible for many of the production change
that
improved sales and quality over the years. He responsible for many of the
production changes that improved sales & quality over the years. It was the prodigal
son returning home.

CONSUMER PERCEPTION
The bike appeared in UK motorcycle shows in 1989 and at the classic bike show
in Stafford in 1990. Canada started importing them three years ago, and the US in 1995.
Twenty countries now import them. In late 1995, the Indian firm finally acquired
the name Royal Enfield as their own. The Canadian importer started putting the new
decals on the tank in early 1996. Recently Swiss engineer fritz Egli has been working
with Enfield to improve production for exports models. He also designed performance
improvements for his own retail sales bullets and has been discussing a five-speed
transmission with the company. He designed a 535cc version, which produces 45bhp
and 624cc racer (47c.bhp with a top speed to 160dph, 100 mph neither one has made it
to North America….yet).
CLOSEOUT IN UK
Royal Enfield UK continued manufacturing motorcycles and came out with some
more innovative and powerful machines notably the Royal Enfield Meteor,
Constellation and finally the Interceptor 700, before being sold to Norton-Triumph-
Villiers (NVT) in 1968. Production ceased in 1970 and the company was dissolved in
1971. Remaining tooling and equipment of the Redditch works were auctioned off.
Meanwhile the Bullet 350 continued to be manufactured in India and by the
1980ӳ the motorcycles were even exported to Europe out of India. Even after the
motorcycle manufacturing closed down the precision engineering division ran for some
more time and even bicycles were produced until quite late.
THE EICHER CHAPTER

In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and
later merged with it in 1994. It was during this merger that the name Enfield India
changed to Royal Enfield. The Eicher Group is one of India's leading automotive
groups with diversified interests in the manufacture of Tractors, Commercial Vehicles,
Automotive Gears, Exports, Garments, Management Consultancy and Motorcycles.
Since then, the Company has made considerable investments in modernizing its
manufacturing technology and systems.

CONSUMER PERCEPTION
In 1996, when the Government decided to impose stringent norms for emission
Royal Enfield was the first motorcycle manufacturer to comply, a tradition which has
stuck on thus making emission norms being one of the most important factors the
company focuses on. Royal Enfield is amongst the first few Indian companies to obtain
the WVTA (Whole Vehicle Type Approval) for meeting the European Community
norms.
INFRASTRUCTURE AND TECHNOLOGY

To manufacture quality bikes that are well known worldwide for their reliability
and toughness state-of-the-art infrastructure is required, and that is just what Royal
Enfield has done at their Chennai manufacturing facility. An active in-house Research
& Development wing is constantly at work to meet changing customer preferences and
the challenges of Indian and International environment standards. When introducing a
new product, this team undertakes all related planning which includes a rigorous
customer contact program, design, concurrent engineering and testing processes. The
Motorcycle Design team at Royal Enfield is well equipped with high-end CAD/CAM
workstations and the latest modelling software. Top-notch designers work continuously
to come up with innovative bikes designs to meet the market expectations. Continuous
rigorous testing of motorcycles and components is carried out in the Product
Development testing lab to come up with more improvements in enhancing the
customer experience
MANUFACTURING
Royal Enfield's manufacturing operations go through a series of modernization
and improvement efforts, with a number of automated processes. The Company has put
in place modern manufacturing practices like Cellular layouts, Statistical process
controls and Flexible manufacturing systems.
The Chennai manufacturing facility has received the ISO 9001 certification and
for managing its operations in a clean and safe environment, it has obtained the ISO
14001-quality certification and kaizens are implemented to ensure the quality levels are
kept at an ever rising pace.

CONSUMER PERCEPTION
Royal Enfield ensures that all the components used in the bikes are sourced from
the best vendors in the Indian automotive industry, who are geared to supply according
to the Company‟s stringent quality standards.
The company works closely with all of its suppliers, giving them technical and
managerial support while maintaining practices like Direct-On-Line and Vendor Self-
Certification.
MARKETING NETWORK
You can feel the pulse of your customers, only if you get close to them. This
thought process has driven Royal Enfield to set up has a wide network of 11 Brand
Stores, 180 dealers in all major cities and towns, and over 100 Authorized Service
Centre. The Company also exports motorcycles to 42 countries like the USA, Japan,
UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other countries
through 40 importers and over 300 dealers across the globe
ROYAL ENFIELD REVVING UP

With the finest and brightest of teams in the country, comprising of management
professionals and a skilful, committed workforce, the Company has a unique and open
culture, making Royal Enfield a vibrant and responsive company. To its customers in
India and elsewhere in the world, Royal Enfield means more than just motorcycles; it's
a sense of belonging to an exclusive community with unfading passion, emotion and
interest.
As the only motorcycle manufactured in India synonymous with adventure and
leisure riding, Royal Enfield has more recently stayed away from regular mass media
advertising and has concentrated more on building its brand around the values that the
brand stands for. Having a Cult status the Royal Enfield motorcycle is known for its
Versatility, Uniqueness and is built to last. Perceived as a machine in a class of its own
and synonymous with Leisure and Adventure; riding and charting up the miles.
Royal Enfield strongly promotes leisure motorcycling as a lifestyle and
encourages the Royal Enfield riders/owners to keep riding. In this regard, the company
organizes annual events and rides such as the Himalayan Odyssey, The Tour of Rann of
Kutch, The Tour of NH 17 (Mumbai to Goa)

CONSUMER PERCEPTION
The Tour of Rajasthan and the Southern Odyssey. It also organizes the Annual
festival of biking, Rider Mania in Goa which attracts Royal Enfield riders from all over.
AWARDS AND ACCOLADES:

- 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 2010,2012-13: Motorcycle of the Year above 250 cc.
- NDTV Profit Car & Bike awards 2010,2012-13: Best PR
Communications Team.

CONSUMER PERCEPTION
SWOT ANALYSIS
SWOT ANALYSIS of Royal Enfield:
SWOT Analysis
1. Size and scale of parent company

2. Effective Advertising Capability
3. High emphasis on R and D
4. Established brand name in the cruiser market
5. Established market distribution channel
6. Exports motorcycles to 31 countries like the
USA, Japan, UAE, Korea, Bahrain, UK, France,
Strength Germany, Argentina and many other countries
1. Weight of the motor cycle can be an issue for

few customers.
Weakness 2. Mileage of high cc bikes is an issue
1. Two-wheeler segment is one of the most growing

industries
2. Export of bikes is limited i.e. untapped
Opportunity international markets
1. Strong competition from Indian as well as

international brands
2. Dependence on government policies and rising
fuel prices
3. Better public transport will affect two-wheeler
Threats sales
Competition
1. Bajaj Auto
2. Hero Motor Corp (Hero Honda)
3.TVS
4. Suzuki
5. Harley Davidson
6. Yamaha
Competitors 7. Ducati

CONSUMER PERCEPTION
COMPETETORS INFORMATION
MAJOR PLAYERS IN INDIAN TWO WHEELER MARKET
GROUP PLAYERS ATTRIBUTES COMPETITIVE

FORCES
A Bajaj Highly diversified - High buyer power
Hero Moto Corp Aggressive - High competitive

promotion
rivalry
- High entry barriers
B TVS Selectively - Low entry barriers

diversified
- Narrow product lines
Aggressive imply that aggressive
Promotion promotions can eat into
market share
C Honda Selectively -High threat of

diversified
Yamaha substitution (Rs 1 lakh
Moderate Promotion car)
- Low entry barriers

CONSUMER PERCEPTION
CHAPTER-3
THEORETICAL FRAMEWORK OF THE STUDY
MCKENSY'S 7S FRAME WORK
STRATEGY:
Royal Enfield Motors has started working on a new strategy with less waiting periods,
more frequent launches and capacity ramp-up, thereby leading to a significant growth
after transferring from its traditional set up to updated engine platform.
The company registered a growth of 45 percent in the export region with as many as
3,630 units in 2012 in comparison to 2,953 units in 2011.

CONSUMER PERCEPTION
STRUCTURE:
ORGANISATIONAL STRUCTURE
GENERAL MANAGER
(Proprietor)
Sales Manager Service Manager Service Manager
Showroom Service Accountant
In charge Supervisor
Team Service Assistant
Manager Staffs Accountant
Sales
Representative
SYSTEMS:
The daily activities and procedures that staff members engage in to get the job done.
SHARED VALUE:
These are called “super ordinate goals” when the model was first developed, these are
the core values of the company that are evidenced in the corporate culture and the
general work ethic.

CONSUMER PERCEPTION
STYLE:
Royal Enfield Motors, the manufacturer of the Bullet motorcycle and a division of the
Rs 1,300 crore Eicher Group, is slated to come out with a radically different street
motorcycle, apart from newer versions of the 350cc 'Bullet Machismo' and 'Bullet
Thunderbird'.
The division of Eicher is also looking at profitability in the next fiscal, whilst
working towards offering only two engine options across its product portfolio,
according to a senior company official.
"The new bike will be radically different in terms of style and usage patterns and the
company is hoping for a launch in the next couple of quarters". It is also looking to
introduce different variants towards existing models every six to seven months.
STAFF:
The training for new staff along with the new systems and processes has begun. The
new factory will have a new, state of the art paint shop which is superior to most other
manufacturers in India and will be at par with international standards.
Many steps are being taken to improve working conditions for workers as well. Also
with growing popularity of the brand many passionate riders will join the team for
development and production. Also many ladies are joining the company in general
functions due to the change in image of Royal Enfield motorcycles.
SKILLS:
The actual skills and competencies of the employees working for the company. people at the Royal
Enfield possess wide range of skills and are working towards the development of the company

CONSUMER PERCEPTION
CHAPTER-4
4.DATA ANALYSIS AND INTERPRETATION
Proceeding chapters were addressed to the varied techniques of data

collection and the methodological rational underlying them. The question that naturally
follows is; what is to be done with data that are collected? In this chapter we shall deal
with that question.
Analysis of data involves a number of closely related operations that are performed
with the purpose of summarizing the collected data and organizing these in such
manner that they will yield answer to the research question.

CONSUMER PERCEPTION
TABLE-
37
TABLE SHOWING THE RESPONDENTS OCCUPATION
Sl no Occupation No of respondents Percentage

1 Student 38 38%
2 Businessman 22 22%
3 Professionals 28 28%
4 Others 12 12%
Total 100
INTERPRETATION
The above table's shows that majority of the respondents who ride Royal Enfield
bikes were emerged as students and professionals compared to that of businessman and
others. It is clear from the table that researcher has covered all types of users for the
study.
40
35
30
25
20 Series1
15
10
5
0
Student Businessman Professionals Others
1 2 3 4
VIJAYANAGARA COLLEGE HOSPET - 37

583201583201 5583201583201583201
CONSUMER PERCEPTION
TABLE-
38
TABLE SHOWING AGE GROUP OF RESPONDENTS
Sl no Age group No of respondents Percentage

1 20-30 Years 58 58%
2 30-50 Years 32 32%
3 50 Years and above 10 10%
Total 100
INTERPRETATION
The above table shows that the majority of the customers who ride Royal Enfield
bike were in the age group of 20-30 who are mostly students compared to the age group
of 30-50 and 50 and above who were mostly comprised of professionals and others. It is
clear from the table that researcher has covered all the age groups for study.
60
50
40
30
Series1
20
10
0
20-30 Years 30-50 Years 50 Years and above
1 2 3

CONSUMER PERCEPTION
TABLE-
39
TABLE SHOWING THE ANNUAL INCOME GROUP OF

RESPONDENTS
Sl no Income group No of respondents Percentage

1 Less than 1,20,000 38 38%
2 1,20,000-3,60,000 19 24%
3 3,60,000-7,20,000 31 31%
4 7,20,000 and above 12 12%
Total 100
INTERPRETATION
The survey so conducted assesses the objectives of the research. From the above
table it is evident that majority of the respondents belong to the annual income group of
3,60,000-7,20,000 compared to that of 1,20,000-3,60,000 and less than 1,20,000 who
are little less. We can also see that the income group of 7,20,000 and above are very
few in number.
40
35
30
25
20
15 Series1
10
5
0
Less than 1,20,000 1,20,000-3,60,000 3,60,000-7,20,000 7,20,000 and above
1 2 3 4
VIJAYANAGARACOLLEGE HOSPET - 39
583201
CONSUMER PERCEPTION
TABLE-4
TABLE SHOWING THE MODEL OF BIKES USED BY THE RESPONDENTS
Sl no Model No of respondents Percentage

1 Classic 350 36 36%
2 Classic 500 26 26%
3 Electra 28 28%
4 Thunderbird 6 6%
5 Others 4 4%
Total 100
INTERPRETATION
Here the table shows the type of vehicles used by the respondents. We can see that
majority of respondents that is 32 of them use Electra compared to that of all the
remaining models. The model classic 350 is highly popular among youth especially
40
35
30
25
20
15
10
5 Series1
0 Series2 Series2
Classic 350
Classic 500
Series1
Electra
Thunderbird
Others
1
2
3
4
5

CONSUMER PERCEPTION
TABLE-5
TABLE SHOWING THE ATTRIBUTES PREFFERED BY THE
RESPONDENTS BEFORE PURCHASING THE BIKE
Sl no Attributes No of respondents Percentage

1 Style 32 32%
2 Status symbol 29 29%
3 Maintenance 14 14%
4 Power of bike 25 25%
Total 100
INTERPRETATION
The above table shows the attributes preferred by respondents before purchasing the
bike. Majority of the respondents prefer the bike because of its style and status symbol
and only few of them prefer it looking at the maintenance and power of bike.
4 Power of bike 1 Style

25% 32%
3 Maintenance
14%
2 Status symbol
29%

CONSUMER PERCEPTION
TABLE-6
TABLE SHOWING HOW THE RESPONDENTS CAME TO KNOW
ABOUT ROYAL ENFIELD BIKE

1 Newspaper 14 14%
2 Advertisement 35 35%
3 Friends/Relatives 51 51%
Total 100
INTERPRETATION
From the above table it is revealed that majority of the customers of Royal Enfield
came to know about the bikes through friends and relatives, rather than by
advertisement or newspapers. so it can be concluded that more and more customers are
knowing about the product through friends and relatives.
1 Newspaper 2 Advertisement 3 Friends/Relatives
14%
51%
35%

CONSUMER PERCEPTION
TABLE-7
TABLE SHOWING THE PURPOSE OF RESPONDENTS FOR
USING THE BIKE

1 College 32 32%
2 Style 21 21%
3 Office 32 32%
4 Others 15 15%
Total 100
INTERPRETATION
The above table shows the purpose for which the respondents use the bike. It is
found that majority of respondents use the bike for going to office compared to college
and style. It is also seen that few of hardcore Royal Enfield riders use the bike for other
purpose such as tripping or expeditions.
35
30
25
20
Series1
15
10
0
College Style Office Others
1 2 3 4

CONSUMER PERCEPTION
TABLE-8
TABLE SHOWING HOW THE ATTRIBUTES WHICH MAKES THE
RESPONDENTS EXTREMELY HAPPY WITH RESPECT TO BIKE

1 Style 42 42%
2 Power of bike 32 32%
3 Mileage 11 11%
4 Maintenance 16 16%
5 Others 10 10%
Total 100
INTERPRETATION
In the above table it is shown the attributes of the bike which makes the respondents
extremely happy. It has been found out that majority of respondents are happy with the
power of bike, style also plays an important part for the riders whereas mileage,
maintenance and some other attributes are less considered.
Series1
1 Style 42, 42%
2 Power of bike 32,

32%
4 Maintenance 16,
16%
3 Mileage 11, 11% 5 Others 10, 10%
0 1 2 3 4 5 6

CONSUMER PERCEPTION
TABLE-9
TABLE SHOWING THE PERCEPTION OF THE RESPONDENTS
TOWARDS ROYAL ENFIELD WHEN COMPARED TO OTHER BIKES
1 Excellent 36 36%
2 Good 29 29%
3 Average 20 20%
4 Poor 15 15%
Total 100
INTERPRETATION
Here from the above table it is shown that majority of the respondents feel that their
bike is excellent and good when compared to other bikes which is available in the
market, whereas there are very few to believe that it is poor.
40 1 Excellent, 36
35
2 Good, 29
30
25
20 3 Average, 20
15
4 Poor, 15
10
5
0
Excellent
Good
1 Average
2 Poor
3
4

CONSUMER PERCEPTION
TABLE-10
TABLE SHOWING CUSTOMER'S SATISFACTION WITH

RESPECT TO MILEAGE OF THE BIKE
Sl no Response No of respondents Percentage

1 Yes 28 28%
2 No 72 72%
Total 100
INTERPRETATION
From the above table it is evident that majority of the customers are not happy with
the mileage of the bike, though it is very much clear that the bike is preferred only
because of its power and status symbol and not because of its mileage.
80 2 No, 72
70
60
50
40 1 Yes, 28
30
20
10
0
Yes
1 No
2

CONSUMER PERCEPTION
CHAPTER-5
FINDINGS
The sample picked from the population of users of two wheelers of Royal Enfield
has thrown a new look into perception of consumers.
The findings are as follows
1) The study has shown that businessman and the students are the crunch
followed by the professionals.
2) The Royal Enfield is having a young appeal as the 62% of the consumers are
found to be below the age group of 20-30 years followed by 30-50 years.
3) Royal Enfield is placing their products in the appropriate price range. As the
people of this income bracket less than 3,60,000-7,20,000 can easily afford
this Bike.
4) Customers are not attracted to only one particular model due to the variants
available and because the Thunderbird 500/350 is the newly released models
they are fast moving now.
5) Majority of the customers directly chose Royal Enfield as their bike and
didn't even have a look at the nearest alternative bike and this shows the
loyalty of the customers towards the brand Royal Enfield.
6) 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.
7) 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.
8) 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.
9) 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.

CONSUMER PERCEPTION
SUGGESTIONS
 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.
 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 Bangalore.

CONSUMER PERCEPTION
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 behaviour 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.

CONSUMER PERCEPTION
ANNEXURE
QUESTIONNAIRE
Respected sir /madam,
I Gayathri baba.s, A student of B.COM 6th Sem of Vijayanagara college,

hospet, doing a project entitled 'Consumer perception towards Royal Enfield bikes ' in
partial fulfillment for the award of master of business administration.
I therefore request you to spare a few minutes with me to fill up this

questionnaire. Any information collected during the course of survey will be kept
confidential
Name :
Contact No:
Email id:
Gender: Male Female
Occupation :
a. Student b. Professional
c. Businessman d. others
Age :
a. 20-30 years b. 30-50 years
c. 50 and above

CONSUMER PERCEPTION
Annual income :
a. Less than 1,20,000 b. 1,20,000-3,60,000
c.3,60,000-7,20,000 d.7,20,000 and above
1. Which model of Royal Enfield do you presently own?
a. Classic 350 b. Classic 500
c. Electra d. Thunderbird
d. Others
2. What made you to buy this model?
a. Style b. Status Symbol
c. Maintenance d. Power of bike
3. How did you come to know about it?
a. News paper b. Advertisements
c. Friends/Relatives
4. For what purpose you use your bike?
a. College b. Style
c. Office d. Others (specify)
5. What do you like most in your bike?
a. Style b. Power of bike
c. Mileage d. Maintenance
e. Others
6. How do you rate your bike among other bikes which is available?
a. Excellent b. Good
c. Average d. Poor
7. Are you satisfied with the mileage of your bike?
a. Yes b. No

CONSUMER PERCEPTION
8. What do you say about the maintenance of your bike?
a. Expensive b. Affordable
c. Cheap
10. Is Royal Enfield bike good on all roads?
a. Yes b. No
11. How is the appearance of your bike?
c. Average d. Poor
12. What is your comment on the price of your Royal Enfield bike?
a. Costly b. Standard
c. Economical
13. Is there any variation in what you expected?
a. Price b. Service
c. Quality d. Mileage
14. Are you comfortable with your bike?
a. Yes b. No
15. Will you recommend this product to your friends and relatives?
a. Yes b. No
16.What do you think about the availability of spare parts?
a. Readily available b. don‟t get them readily
c. Don‟t have good spares supply d. Major headache
17. What do you think about the resale value of your Royal Enfield bike?
c. Average d. Poor

CONSUMER PERCEPTION
18. Please indicate your degree of satisfaction level with the features of your 'Royal
Enfield Bullet'?
Excellent Good Average Below Not satisfied

Average
1 2 3 4 5
a. Ignition :
b. Disc Brakes:
c. Pickup:
d. Fuel Efficiency:
19.Please indicate your perception level with respect to company image of 'Royal Enfield
Ltd'?
Excellent Good Average Below Not satisfied

Average
1 2 3 4 5
a. Technological Advancements:
b. Range of products:
c. Advertisements:
d. Dealer Network:
20. Given a chance which Royal Enfield bike will you purchase?
21. Do you like to give any suggestions regarding Royal Enfield bike?

CONSUMER PERCEPTION
BIBLIOGRAPHY
Books Referred
 Marketing Management, 13th edition - Philip Kotler
 Survey Research Methods - Charles Babbie
Magazines Referred
 The Bullet-In, The Magazine For All Royal Enfield Bullet Enthusiasts.
 Royal Enfield Magazine, The BEAT.
Websites Referred
 www.royalenfield.com
 www.wikipedia.org
 www.enfieldmotorcycles.com

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CONSUMER PERCEPTION

Title of the project

The project study is "consumer perception towards Royal Enfield bikes"

INTRODUCTION OF THE STUDY

 Royal Enfield is a well-known automobile company that primarily deals in

Statement of the problem

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Objective of the study

The objectives of the study are as follows:

 To study the consumer perception towards the Royal Enfield bikes.

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Scope of the study

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Limitations of the study

METHODOLOGY OF THE STUDY

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Tools and techniques of data collection

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Marketing is the process of performing market research, selling products and/or

An orientation, in the marketing context, related to a perception or attitude a firm holds

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MEANING OF CONSUMER PERCEPTION

Why is it supremely important to know the perception of the customers because

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THE FIRST MOTORCYCLE

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THE BRITISH BIKES

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THE PROFILE OF TWO WHEELER INDUSTRY IN INDIA

Recent Economic Developments

The liberalization policies have led to continuous increase in competition which

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Key players in the Two-wheeler Industry:

Types of Two-wheelers in India:

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ROYAL ENFIELD INDIA LTD

HISTORY OF THE COMPANY

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INDUSTRY Motorcycles, Lawnmowers

SUCCESSOR Royal Enfield Motors (formerly Enfield of India)

FOUNDED 1893, as Enfield Manufacturing Co. Ltd.

HEADQUARTERS Redditch, Worcestershire, England

KEY PEOPLE Founders Albert Eadie and Robert Walker Smith

PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor.

Profile of the Organization

Royal Enfield is the makers of the

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THE EARLY YEARS

BETWEEN THE WARS

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NEW ADDITION ROYAL ENFIELD BIKES

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THE INDIA CONNECTION

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