“A STUDY ON CONSUMER SATISFACTION OF ROYAL

ENFIELD BULLET IN THE CATEGORY OF YOUTH ”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

SHARON V THOMAS
(CCASBCM231)

Under the supervision of

Ms. JISHA C L

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021

1
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

SATISFACTION OF ROYAL ENFIELD BULLET IN THE CATEGORY
OF YOUTH ” is a bonafide record of project done by SHARON V
THOMAS , Reg. No. CCASBCM231 , under my guidance and supervision in
partial fulfillment of the requirement for the award of the degree of
BACHELOR OF COMMERCE and it has not previously formed the basis for
any Degree, Diploma and Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. JISHA CL

Co-ordinator Project Guide

2
 DECLARATION

I, SHARON V THOMAS , hereby declare that the project work entitled

“A STUDY ON CONSUMER SATISFACTION OF ROYAL ENFIELD
BULLET IN THE CATEGORY OF YOUTH ” is a record of independent and
bonafide project work carried out by me under the supervision and guidance of
Ms. JISHA C L , Assistant Professor, Department of Commerce, Christ
College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda SHARON V THOMAS

Date: CCASBCM231

3
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all

people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Ms. Prassy Viswambharan , Class teacher for her cordial

support, valuable information and guidance, which helped me in completing
this task through various stages.

I express my sincere gratitude to Ms. Jisha CL, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my

college for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

4
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

CHAPTER 1 INTRODUCTION 1–4

CHAPTER 2 REVIEW OF LITERATURE 5–9

INDUSTRY AND COMPANY

CHAPTER 3 10 – 11
PROFILE

DATA ANALYSIS AND

CHAPTER 4 12 – 31
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 32 – 35
& CONCLUSION

BIBLOGRAPHY 36 - 37

ANNEXURE

5
 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

4.1 Table Showing the Age of Respondents. 12

4.2 Table Showing the sex ratio of respondents . 13

4.3 Table showing the occupation of respondents. 14

Table showing the model of Royal Enfield bike that the

4.4 15
respondent have.

Table showing the satisfaction level with respect to

4.5 17
sales service of your Royal Enfield.

Table showing the company acts towards the

4.6 18
complaints lodged by the customers.

Table showing the rate of fuel consumption for Royal

4.7 19
Enfield Bike.

4.8 Table showing satisfaction with the bikes mileage. 20

Table showing getting the spare parts of Royal Enfield

4.9 21
in market.

Table showing the comfort and convenience of the

4.10 22
Royal Enfield bike.
Table showing Are you satisfied with the performance
4.11 23
of the bike.
Table showing one thing that improve in Royal Enfield
4.12 24
bike.

Table showing that what can be done to improve Royal

4.13 25
Enfield bike’s sales in local markets.

Table showing that the respondents recommended

4.14 26
Royal Enfield brand to others.

Table showing that how the respondents know about

4.15 27
Royal Enfield.

6
 Table showing that how long the respondents using
4.16 28
Royal Enfield bike.
4.17 Table showing the Technology of Royal Enfield bike. 29

Table showing that Royal Enfield Road grip and

4.18 30
pickup.
Table showing the Overall satisfaction level of Royal
4.19 31
Enfield bike .

7
 LIST OF CHARTS

FIGURE
TITLE PAGE NO:
NO:

4.1 Chart showing the Age of Respondents. 12

4.2 Chart showing the sex ratio of respondents . 13

4.3 Chart showing the occupation of respondents. 14

Chart showing the model of Royal Enfield bike that the

4.4 16
respondent have.

Chart showing the satisfaction level with respect to sales

4.5 17
service of your Royal Enfield.

Chart showing the company acts towards the complaints

4.6 18
lodged by the customers.

Chart showing the rate of fuel consumption for Royal

4.7 19
Enfield Bike.

4.8 Chart showing satisfaction with the bikes mileage. 20

Chart showing getting the spare parts of Royal Enfield

4.9 21
in market.

Chart showing the comfort and convenience of the Royal

4.10 22
Enfield bike.
Chart showing Are you satisfied with the performance of
4.11 23
the bike.
Chart showing one thing that improve in Royal Enfield
4.12 24
bike.

Chart showing that what can be done to improve Royal

4.13 25
Enfield bike’s sales in local markets.

Chart showing that the respondents recommended Royal

4.14 26
Enfield brand to others.

Chart showing that how the respondents know about

4.15 27
Royal Enfield.

8
 Chart showing that how long the respondents using Royal
4.16 28
Enfield bike.

4.17 Chart showing the Technology of Royal Enfield bike. 29

4.18 Chart showing that Royal Enfield Road grip and pickup. 30

Chart showing the Overall satisfaction level of Royal

4.19 31
Enfield bike .

9
 CHAPTER 1
INTRODUCTION

10
1.1 Introduction

Various enterprises in the country are manufacturing or offering various

products and services for specific users. The ultimate user of the product we
call customer. The needs, tastes, buying power, etc. of the customer decide
the success of any product or service in the market. Two wheelers are a
very common mode of transportation of middle class Indian. The fast
growth of this segment of transportation caused increase in number of
active brands and bulk production. This also resulted in noticeable sub-
segmentation within the two wheeler class on the basis of
performance, price etc. How happy customers are with a particular vehicle
depends on its performance, fuel efficiency, after sale service, resale value
etc. In India, two wheeler business has seen a remarkable change in the way
they observe the Indian market place . India has now developed into the
second largest manufacturer of two wheelers in the world. Currently they
are around ten two wheeler manufacturers in the country, the majors being
Mahindra, Royal Enfield, Bajaj, Hero, Honda, Suzuki, Kawasaki, TVS,
Yamaha etc.

The two wheeler industry can be divided into motor cycles, scooters ,
electric scoter and mopeds . The buyer has changed his preference mopeds
to scooters then to motor cycles. As females started using two wheelers,
various brands started making vehicles specially to meet to desires of this
segment. Over a period the users migrated from the old style scooter of the
Indian family to the youthful bikes that one’s son rides to college. Here this
project is to focus on how satisfying the Royal Enfield Bullet brand is for
the youths.

With increase in earnings of an average young working Indian, the

demand for bikes in the section has expanded considerably. In addition to
the performance and utility, owning a Bullet has become a style statement.
This study is mainly focused about the customersatisfaction of Royal
Enfield bike in the Youth category .
11
1.2 Statement of the problem

The customer satisfaction is the prime objective of organizations since the

customer pays for supply and makes repeated demand on its products or
services. Royal Enfield is called as king of two wheeler bikes. These are the
bikes which are well defined for off road rides. The royal Enfield craze is
among almost all aged group of customer. There are many bullet clubs present
all over the world which goes for off road ride and explore the new adventures
places. This project is conducted to throw light on the customer attitude and
satisfaction level towards Royal Enfield bikes among the youth.

1.3 Importance of study

The scope of the study is to find out the customer satisfaction with reference to
Royal Bikes. The study covers the different aspects of customer satisfaction.
This study has been conducted among the youth. The scope of study is to judge
the level of satisfaction of consumer with respect to awareness and perception
of Royal Enfield Bikes. This study is aiming for converting unsatisfied
customers into satisfied customers into delightful customers.

1.4 Objectives of the study

1.4.1 To know the level of satisfaction of Royal Enfield Bullet.

1.4.2 To understand overall performance of Royal Enfield .

1.4.3 To understand the factors that affects the satisfaction of a bullet user.

1.5 Research design

1.5.1 Nature of study

12
 The research study is descriptive cum analytical in nature .

1.5.2 Nature of data

The data collected is both primary as well as secondary in nature

1.5.3 Sources of data

Primary data required for doing this research has been collected through a
questionnaire. Secondary sources like articles, online and published journals ,
research papers , books are used.

1.6 Sample design

1.6.1 Nature of population

The target population for this research are customers of thrissur district
of Kerala. Number of population is infinite.

1.6.2 Sample unit

Male and female customers of Thrissur district

1.6.3 Method of sampling

The method of sampling used here is convenient sampling.

1.6.4 Size of sample

The sample size is limited to 50 respondents living in Thrissur district.

1.7 Tools for analysis

Percentage analysis is used for analyzing the data.

13
Graphs are used for presentation

1.8 Limitation

Some of the responses were biased

This study is limited to specified district and the sample size considered
for the study is very small to represent the whole district of Thrissur.

1.9 Chapterization

Chapter 1: Introduction

Chapter 2: Review of literature

Chapter 3: Theoretical frame work

Chapter 4: Data analysis and interpretation

Chapter 5: Findings, suggestions and conclusion.

14
 CHAPTER 2
REVIEW OF LITERATURE

15
2.1 Conceptual Review

Customer satisfaction as a ‘person’s feeling of pleasure or disappointment,

which resulted from comparing a product’s perceived performance or outcome
against his/her expectations’.

Here, customer satisfaction is a function of perceived performance and

expectations. Perceived performance is the consumer’s belief about the product
or service experience. Buyer’s expectations, on the other hand, are influenced
by:

Performance of the product in the recent past

Word of mouth, recommendations or testimonials
Reviews
What competitors say about the product or service
What its own marketers promise

According to this definition, the satisfaction goals are established by the

customers themselves before they set out to make a purchase. This is also why
they start looking for more information at this point — reviews, comparisons,
alternatives, etc. Your website, content marketing efforts, and presence on
other review sites make a difference at this point. So do customer stories and
testimonials.

Once the customer selects the product or service, they’ll start evaluating the
actual experience against the expected one. This is where a trial period and a
well thought out onboarding process make a difference for high ticket products
and especially for low ticket products with low stickiness.

16
2.2 Empirical review

G .Gopalakrishnan (2018)“A study on service quality in Royal Enfield

showroom Chennai .”This analysis examines service quality satisfaction within
the showroom. A SERVQUAL instrument is developed and applied to the
showroom as subject one amongst the businesses.5 service dimensions are
identified viz. READINESS dependability , TRUST ,COMFORT ,SECURITY,
and ACCESS. They’re examined in terms of their impact of customer’s overall
quality satisfaction. These variables are found to be affected heavily by 2
dimensions:trust and luxury.This investigations main conclusion is that
SERVQUAL could be a smart beginning base to quantify service quality.No
promoting is required if it merely suggests that discounting and sell services
through quality”.

Kumar &Selvi (2018 )“A study on interactive marketing communication tools

and brand knowledge with special references to Royal Enfield bike owners”. it
shows us IMC tools such as mobile app pop-ups, social networking and email
marketing have influence on brand knowledge of Royal Enfield bike owners.
At the same time IMC tool such as blogs, widgets and tele marketing have no
significance influence on brand knowledge of Royal Enfield bike owners
.Hence the Royal Enfield company should try to give more appealing
advertisement in an authorized way to create the stronger and knowledge about
their product to the consumers” .

Franklin &Selvi(2017)“Consumer satisfaction towards two wheelers between

Hero and Bajaj –A comparative study”. This research work is an earnest
attempt to know the factors that which influence the public for their preference
on using the bike. Today when consumers are more educated and more capable
to purchase the luxuries for themselves , and competition is very high in the
market ,then if any company wants to stand in the market it is mandatory to

17
analyses the market and consumers time to time. And the two wheelers are
playing the more important role in every peoples life in India.”

Todalbagi(2017)“Passion to profits: What makes Royal Enfield larger than

Harley Davidson?” vital to prosperous turnaround has been a robust and hot
leadership with a transparent vision and focus with daring choices to reinvent
the corporate in each side to create it a sturdy growth engine. This has been
more supported by robust business strategy with consumer initial and complete
building to form a traction within the market and distinctive client expertise for
motor cycle possession. Company has created a big-time investment to make
capabilities in product style, state of the art producing facilities ,retail format
and best in school world talent from the trade with a transparent focus and long
goal”.

Antony &Ciby Thomas (2017) “A study on factors influencing purchase

intention of consumers towards two wheelers” purchase intention could be a
commit to purchase a decent or service within the future. Makers should bear in
mind of the acquisition intention of customers to supply and position their
product during an extremely competitive market. This study aims to explore the
factors influencing the acquisition intention of customers towards two-
wheelers”

Hoda (2015)“A study analyzing the satisfaction of youngsters in making

purchase decision of bikes or scooters in Mohali “. Since its humble starting in
1948 once Bajaj motors started merchandising Vespa scooters in India the
client preferences have modified in favor of motorcycles and gearless scooters
that score higher on technology, fuel economy and aesthetic attractiveness, at
the expense of metal –bodied in gear scooters and mopeds. Scooters used to
dominate Indian roads a few decades ago. In latter 1990s, their market share
fell but still they had almost half of two-wheeler sales while of motorcycles, it
stood at around 30 per cent. By 2006 ,the reversal was dramatic. The industry

18
expects an upswing in scooters to about 30 per cent in four or five years which
could further scale up to 35 to 40 per cent . Scooters market share is already at
35 per cent in the ‘urbanized’ states-Karnataka , Maharashtra , Gujarat.
Urbanized implies good urban road infrastructure , a significant number of
workingwomen etc.”

D.Vijayalakshmi, Kumari&Deepika (2015)“A study on consumer

satisfaction of a particular branded 2 wheelers in south Coimbatore”. The
center purpose of all the selling activities and every the players in the market
try to carry their place within the minds of the customers. Their satisfaction
plays necessary role for the success of any business. Disapproval is around for
hundreds of years to spot and differentiate the products and services of 1
producer from those of another

Mr.DebasisTripathy (2014)“A study on consumer perception towards two-

wheeler bikes”. This study is based to identify the consumer satisfaction of
bike owners who are using the two-wheeler bike at Thrissur city of Kerala .The
study concludes that Honda and Bajaj show maximum satisfaction whereas
TVS remains last”.

Ahmed, Ramachandra, & Reddy (2014)“A study on consumer satisfaction

level of Royal Enfield Bullet .” During this project report , we are going to
resolve the satisfaction level of the Royal Enfield Bullet owner in metropolis
town evaluating the assorted factors that keep the client glad. It additionally
evaluates the assorted factors that influence to shop for the bullet. Choosing a
bullet numerous side that has got to run a plan with reference to complete
image, Color ,Fuel-efficiency ,Technology used , etc. A form was designed to
conduct a survey and the information collected from acceptable respondents
analyzed employing an applied mathematics package and a unidirectional
analysis of variance check was done to check the hypothesis.”

Mr. Faisal .T (2014)“A study on customer satisfaction towards Royal Enfield

with special relevance Malappuram district was undertaken with the target of

19
sorting out customers satisfaction level on Royal Enfield bikes adopting
appropriate methodology for information assortment and analysis. Mostly
customers of Royal Enfield are extremely glad in most areas offered by Royal
Enfield and most majorities among the glad customers are delighted customers
on account of reducing the lead-time, rising fuel potency, service and
advertising and by introducing new models”.

20
 CHAPTER 3
COMPANY AND INDUSTRY PROFILE

21
Industry Profile

The two-wheeler industry in India has grown rapidly in the country since the
announcement of the process of liberalization in 1991 by the then finance
minister Dr. Manmohan Singh, now Prime Minister of India. Previously, there
were only a handful of two-wheeler models available in the country. Currently,
India is the second largest producer of two-wheelers in the world. It stands next
only to China and Japan in terms of the number of two-wheelers produced and
the sales of two-wheelers respectively. In the year 2005-2006, the annual
production of two-wheelers in India stood at around 7600801 units.

The trend of owning two-wheelers is due to a variety of facts peculiar to India.

One of the chief factors is poor public transport in many parts of India.
Additionally, two-wheelers offer a great deal of convenience and mobility for
the Indian family. Bajaj auto began trading in imported Vespa Scooters in
1948. Meanwhile Automobile Products of India (API) commenced production
of scooters in the country in the early 50's. Until 1958, API and Enfield were
the only producers of two-wheelers in India. However, Bajaj signed a technical
collaboration in 1960 with Piaggio of Italy to produce Bajaj Scooters. This deal
expired in 1971.

The condition of motorcycle manufacturers was no different. Until the mid

80's, there were only three major motorcycle manufacturers in India namely
Rajdoot, Escorts, and Enfield. The two-wheeler market was opened to foreign
manufacturers in the mid 80's. The industry, which had seen a smooth ride
before, faced fierce foreign competition.

Motorcycle companies like the Yamaha, Honda, and Kawasaki, set up shop in
India in collaboration with various Indian two-wheeler companies. Companies
like Escorts, Rajdoot and faced immense competition from smaller 100 cc
Japanese technology motorbikes. Bikes manufactured by Hero Honda, the only
company manufacturing four-stroke bikes at that time, gained massive
popularity.

22
In the mid 80's, Kinetic introduced a variomatic gearless scooter in
collaboration with Honda. This scooter became instantly popular with the
younger generation, especially people who found it difficult to use geared
scooters. The introduction of scooterettes created another segment for people
such as women and teenagers who could not get used to driving either
motorcycles or gearless scooters. Many companies such as Kinetic, TVS, and
Hero also started manufacturing mopeds that proved immensely popular with
people who wanted a simple riding machine. The change in the government's
policy owning to pollution control norms and the Kyoto agreement saw the
phasing out of two stroke two-wheelers from production. Currently there are
around 10 two-wheeler manufacturers in the country, they being Bajaj, Hero,
Hero Honda, Honda, Indus, Kinetic, Royal Enfield, Suzuki, TVS, and Yamaha.

The latest trend in the two-wheeler market is the introduction of electrically

operated vehicles from a range of manufacturers such as Indus and Hero. These
can be recharged from convenient household electrical points. The only
disadvantage is speed, which is restricted to around 25 miles per hour.
Currently, the motorcycle market is witnessing a demand for higher volume
engines. Previously, the 100 c bikes were very popular owning to the high fuel
efficiency offered. However, the market is maturing fast. Sensing this
movement, Bajaj has introduced the Bajaj Pulsar, with 150, 180 and 200 cc
engines with Dual Twin Spark Ignition (DTSi) technology.

23
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

24
Introduction

Data analysis and interpretation is the process of assigning meaning to the

collected information and determining the conclusions,significance, and
implication of findings.

Table 4.1 : Showing the Age of Respondents.

Age groups Respondents Percentage

20-24 20 40
25-29 15 30
30-35 12 24
Above 35 3 6
Total 50 100
(Source : Primary data)

According to above table 40% respondents are in the age group 20 to 24 and
6% in above 35 years old.

Figure 4.1:showing the age of Respondents .

Respondents

20-24
25-29
30-35
Above 35

25
Table 4.2 :Showing the sex ratio of respondents .

Gender Respondents Percentage

Male 42 84
Female 8 16
Others 0 0
Total 50 100
( Source : Primary data )According to above table out of 50 respondents 84 %
were Male , Where as 16% were Female .

4.2 :Figure showing the sex ratio of respondents

Gender
50

40

30

20 Gender

10

0
Male Female Others

26
Table 4.3: showing the occupation of respondents

Occupation Respondents Percentage

Students 22 44
Government 8 16

Servant

Professional 10 20
Self-employed 8 16
others 2 4
Total 50 100
(Source : primary data)

According to the above table 44% respondents were students, 16% respondents
were government servants,20% were professionals, 16% were self employed
and 4% respondents were doing other jobs.

Figure 4.3: showing the occupation of respondents

27
Table 4.4 : showing the model of Royal Enfield bike that the
respondent have

Product Respondents Percentage

Meteor 350 6 12

Classic 350 16 32

Classic 500 8 16

Continental GT 650 2 4

Interceptor 650 3 6

Bullet 350 7 14

Bullet 500 1 2

Thunderbird 350 5 10

Thunderbird 500 2 4

Total 50 100

(Source : primary data)

According to the above table 32% respondents are using bullet classic 350
which is highest number followed by classic 500 by 16% respondents. And
other models of bullets having less users in the district.

28
Figure 4.4 Showingthe model of Royal Enfield bike that the
respondent have

18
16
14
12
10
8
6
4
2
0

29
Table 4.5 : showing the satisfaction level with respect to sales service
of your Royal Enfield

Satisfaction Level Respondents Percentage

Highly satisfied 12 24%
Satisfied 25 50%
Dissatisfied 13 26%
Total 50 100%
(Source : primary data)

According to the above table 24% respondents are highly satisfied, 50% of
them are satisfied while 26% of them are dissatisfied with the after sale service
of their Royal Enfield bike.

Figure4.5 : showing the satisfaction level with respect to sales service

of your Royal Enfield

Satisfaction level

Highly satisfied
Satisfied
Dissatisfied

30
Table4.6 : showing the company acts towards the complaints lodged
by the customers

Company acts towards Respondents Percentage

the complaints
Yes 33 66
No 9 18
Can’t say 8 16
Total 50 100
(Source primary data)

According to the above table 66% respondents are of the view that, agree that
company acts towards the complaints lodged by the customers, 18% of them
are not agreeing with this statement, while 16% of them can’t say anything.

Figure4.6 : showing the company acts towards the complaints lodged

by the customers

Company acts towards the complaints

Yes
No
Can't say

31
Table 4.7 : showing the rate of fuel consumption for Royal Enfield
Bike

Rate of fuel Respondents Percentage

consumption
Low 16 32%
Average 25 50%
High 9 18%
Total 50 100%
( Source : primary data)

According to the above table 50% respondents are of the view that Royal
Enfield bike has average fuel consumption rate, 32% of them are saying that
the fuel consumption rate is low, while 18% of them are of the view that it has
high fuel consumption rate.

Figure 4.7 : showing the rate of fuel consumption for Royal Enfield
Bike

Rate of fuel consumption

Low
Average
High

32
Table 4.8 :showing satisfaction with the bikes mileage

Satisfied with the Respondents percentage

bike’s mileage
Yes 14 28
No 18 36
Can’t say 18 36
Total 50 100
( Source : primary data)

According to the above table 28% respondents are Satisfied with the bike’s
mileage, 36% of them are not agreeing with this statement, while 36% of them
can’t say anything.

Figure 4.8 : showing satisfaction with the bikes mileage

Satisfied with the bikes mileage

Yes
No
Can't say

33
Table 4.9 :showing getting the spare parts of Royal Enfield in
market

Availability of spare Respondents Percentage

parts
Yes 23 46
No 16 32
Can’t say 11 22
Total 50 100
( Source : primary data)

According to the above table 46% respondents are of the view that, they easily
get spare parts of bike in the market, 32% of them are not agreeing with this
statement while 22% of them can’t say anything.

Figure 4.9 : showing getting the spare parts of Royal Enfield in

market

Availability of spare parts

Yes
No
Can't say

34
Table 4.10 : showing the comfort and convenience of the Royal
Enfield bike

Comfort and Respondents Percentage

convenience
Very comfortable 20 40
Average 18 36
Not comfortable 12 24
Total 50 100
( Source : primary data)

According to the above table 40% of respondents are of the view that Royal
Enfield bike is very comfortable and convenient for them. 36% of them are
saying that comfort is average, while 24% says that bike is not comfortable and
convenient for them.

Figure 4.10 : showing the comfort and convenience of the Royal

Enfield bike

Comfort and convenience

Very comfortable
Average
Not comfortable

35
Table4.11: showing Are you satisfied with the performance of the
bike

Satisfaction with the Respondents Percentage

performance
Highly satisfied 13 26
Satisfied 23 46
Dissatisfied 14 28
Total 50 100
( Source : primary data)

According to the above table 26% respondents are highly satisfied, 46% of
them are Satisfied while 28% of them are dissatisfied with the performance of
Royal Enfield bike

Figure 4.11: showing are you satisfied with the performance of the
bike

Satisfaction with the performance

Highly satisfied
Satisfied
Dissatisfied

36
Table 4.12 : Showing one thing that improve in Royal Enfield bike

Want to Improve Respondents Percentage

Speed 8 16
Mileage 22 44
Look 14 28
No need to improve 6 12
Total 50 100
( Source : primary data)

According to the above table 16% respondents says that company should
improve speed of bike, 44% says mileage, 28% says look and 12% says that
there is no need to make any change in bike.

Figure 4.12 : Showing one thing that improve in Royal Enfield bike

Want to improve

Speed
Mileage
Look
No need to improve

37
Table 4.13: showing that what can be done to improve Royal Enfield
bike’s sales in local markets

What can be done to Respondents Percentage

improve sales
Advertise more 6 12
Provide Better service 11 22
Improve quality 12 24
Should reduce price 17 34
No need to improve 4 8
Total 50 100
( Source : primary data)

According to the above table 12% respondents says that company should
advertise more, 22% says that company should provide better service, 24%
says improve quality, 34% says that company should reduce the price of the
product and 8% says that there is no need to change for growing sales in local
market.

Figure 4.13: showing that what can be done to improve Royal Enfield
bike’s sales in local markets

20
What can be done to improve sales
15
What can be done to improve
10 sales
5
0
Advertise Provide Improve Should No need to
more better quality reduce price improve
service

38
Table 4.14: showing that the respondents recommended Royal
Enfield brand to others

Recommended buying Respondents percentage

Royal Enfield bike to
others
Yes 38 76
No 12 24
Total 50 100
( Source : primary data)

According to the above table Majority of the respondents that is 76% says that
the would recommend Royal Enfield brand to others while 24% is of opinion
that they will not recommend it to others.

Figure 4.14: showing that the respondents recommended Royal

Enfield brand to others

Recommended buying Royal Enfield bike to

others
40

30

20 Recommended buying Royal

Enfield bike to others
10

0
Yes No

39
Table 4.15: Showing that how the respondents knowabout Royal
Enfield

Know about Royal Respondents Percentage

Enfield
Family 4 8
Online 26 52
Magazine 5 10
Friends 15 30
Total 50 100
( Source : primary data)

According to the above table 8% of respondents came to know about the Royal
Enfield from their family itself. Online was the other medium through which
52% of respondents came to know about this bike. 10% respondents find about
Royal Enfield through magazines and 30% of respondents came to know about
it through friends.

Figure 4.15: Showing that how the respondents know about Royal
Enfield

Know about Royal Enfield

Family
Online
Magazine
Friends

40
Table 4.16: Showing that how long the respondents using Royal
Enfield bike.

Time period of using Respondents Percentage

Royal Enfield bike
Below 1 year 9 18%
1 year 12 24%
2 year 10 20%
3 year 8 16%
Above 3 year 11 22%
Total 50 100%
( Source : primary data)

According to the above table, Percentage of respondents using the bike for the
time period of less than one year is 18%. 24% Respondents are using the bike
for nearly 1 year and 20% are using the bike for 2 years. 16% of respondents
are using the bike for about 3 years while 22% of the respondents are using it
for more than3 years .

Figure 4.16: Showing that how long the respondents using Royal
Enfield bike.

15
The year that using Royal Enfield bike
10

5 The year that using Royal

Enfield bike
0
Below 1 1 year 2 year 3 year Above 3
year year

41
Table 4.17: Showing the Technology of Royal Enfield bike.

Royal Enfield bike Respondents Percentage

Technology
Magnificent 10 20
Superb 22 44
Delighting 13 26
Ordinary 5 10
Total 50 100
( Source : primary data)

According to the above table 20% of respondents comments that Technology

of Royal Enfield bike is magnificent. 44% is of the opinion that their
technology is superb and 26% comments that their technology is delighting.
Rest of the 10% are of the opinion that their technology is ordinary.

Figure 4.17: Showing the Technology of Royal Enfield bike.

Royal Enfield bike Technology

Magnificent
Superb
Delighting
Ordinary

42
Table 4.18 : showing that Royal Enfield Road grip and pickup.

Royal Enfield Road Respondents Percentage

grip and Pickup
Excellent 6 12
Good 23 46
Satisfied 11 22
Worst 10 20
Total 50 100
( Source : primary data)

According to the above table 12% of respondents says that Road grip and
pickup of Royal Enfield is excellent while 46% comments that it is good. 22%
of respondents are Satisfied with the Road grip and pickup and 20% of them
comments that it is worst.

4.18 : showing that Royal Enfield Road grip and pickup.

Royal Enfield Road grip and pickup

25

20

15
Royal Enfield Road grip and
10 pickup

0
Excellent Good Satisfied Worst

43
Table4.19 : Showing the Overall satisfaction level of Royal Enfield
bike .

Overall satisfaction Respondents Percentage

of Royal Enfield bike
Excellent 12 24
Good 25 50
Satisfied 8 16
Bad 5 10
Total 50 100
( Source : primary data)

According to the above table 24% of respondents are of the opinion that the
bike is excellent. Half of the respondents 50% is of the opinion that the bike is
good. 16% comments that they are Satisfied with the bike and 10% comments
that the Royal Enfield bike is bad.

Figure 4.19 : Showing the Overall satisfaction level of Royal Enfield

bike .

Overol satisfaction of Royal Enfield bike

25

20

15
Overol satisfaction of Royal
Enfield bike
10

0
Excellent Good Satisfied Bad

44
 CHAPTER 5
FINDINGS ,SUGGESTIONS AND CONCLUSIONS

45
5.1 Findings

It is inferred that most of the Royal Enfield users are youth and adults
are generally not preferring Royal Enfield bikes.
It is inferred that majority males are customers of Royal Enfield bikes
and only some girls are using it.
Majority of students are owning Royal Enfield and the main reason is it
shows strongness, other professionals are less as compare to students.
It is inferred that classic 350 is favorite among the customers and other
models are unable to attract customers.
It is inferred smaller number of respondents are Satisfied with after sale
service of Royal Enfield.
Most of the customers says that the company act towards complaints
lodged by customers.
It is inferred that half of the respondents feel that the fuel consumption
is average as compared to other bikes.
It is inferred that customers are not fully satisfied with the mileage of
Royal Enfield bike.
Most of the respondents feel that the part of Royal Enfield are available
in the market, there is no any shortage kind of situation.
It is inferred that Royal Enfield bike is more comfortable as compared to
other sport bikes.
There is fewer number of respondents who highly satisfied with the
performance of Royal Enfield. Most of the customers are not fully
satisfied with the performance of bike.
..It is inferred that maximum number of customers want more fuel
efficient bike. They suggested improvement in mileage.
Most of the respondents think that company should reduce price of its
products as well as improve the quality of bikes.

46
It is inferred that most of the respondents says that they will recommend
the brand to others.It is inferred that most of the respondents came to
know about Royal Enfield through online media.
Majority of respondents are using Royal Enfield for one year.
Most of the respondents are of the opinion that the technology of Royal
Enfield bike is superb.
It is inferred that majority are of the opinion that the Road grip and
pickup of bike is good.
It is inferred that majority of the respondents are of the opinion that the
bike is good.

47
5.2 Suggestion

After analyzing the findings, the following suggestions have been prepared.
Great Care has been taken in making these suggestions for the improvement of
coustemer's opinion.

The respondents felt the after sale service of bikes should be changed to
attract the customers.
Improve the mileage of Royal Enfield bikes .
A considerable number of respondents opined that there is no need to
improve the technology of Royal Enfield bikes like bike should have
digital meter.
The bikes recently introduced by Royal Enfield are mostly concerned
about youth. So they should also consider middle aged people while
manufacturing.
The price of Royal Enfield bike is high, and it should be decreased to
attract more customers .

48
5.3 Conclusion

The study has helped Royal Enfield bullet dealers to understand whether the
purchasers are happy or not. If not what are the reasons for the discontent of
client to the dealers and what are the ways to recover the Satisfaction level of
client towards dealer that's once sale service. Come back to accomplish
younger generation and time of life are additional fascinated by Royal Enfield
bullet, the shopping for behavior is ruled preponderantly by the requirements
for power and respect for the long lasting whole and users are largely skilled
males, 20-35 years getting on, together with some students.

Most of the purchasers are drawn to new unharness classic 350/500,

additionally customers are simply weighing the value of Royal Enfield bike
and the customers are terribly loyal towards the whole Royal Enfield bullet.
Royal Enfield ought to specialize in its effort to succeed in the client the
mileage of Royal Enfield bullet bike's it extremely economical and most of
them like better to purchase their bike fresh from sales room with the spare
components obtainable in markets simply. Royal Enfield bullet includes a
Satisfaction within the client for its sound, comfort and safety.

In last concludes that majority of respondents said that they are Satisfied with
the bikes performance, but company should focus on the reduction of the price
of the bike and investigate the improvement in after sale service of bikes. The
fuel consumption is also high as per respondents point of view. Finally, we can
say that customers in local market are not fully satisfied with the Royal Enfield
bike.

49
BIBLIOGRAPHY

50
Bibliography

G .Gopalakrishnan, (2018).A STUDY ON SERVICE QUALITY IN ROYAL ENFIELD

SHOWROOM, CHENNAI. INTERNATIONAL JOURNAL OF CURRENT
ENGINEERING AND SCIENTIFIC RESEARCH (1)CESR).7.

Kumar &Selvi, (2018).A study on interactive marketing communication tools

and brand knowledge with special reference to Royal Enfield bike
owners.International research Journal of management and commerce, 456-465.

Antony &Ciby Thomas, (2017).A STUDY OM FACTORS INFLUENCING PURCHASE

INTENTION OF CONSUMERS TOWARDS TWO WHEELERS . International Journal

of Advance Engineering and Research Development.

Franklin &Selvi, (2017).Consumer Satisfaction towards Two Wheelers

between Hero and Bajaj - A comparative study.The International Journal of
Scientific and Engineering Research.

Todalbagi, (2017).Passion to profit. What makes Royal Enfield bigger than

Harley Davidson? SDMIMD Journal of Management.

D. Vijayalakshmi ,Kumari ,&Deepika, (2015). A study on customer

satisfaction of a selected branded two wheelers in South Coimbatore.
International Journal of Multidisciplinary Research and Development, 260-264

Hoda , (2015) A study analyzing the perception of youngsters in making

purchase decision of bikes or scooters in and around Landran near mohali. Biz
and Bytes.

Mr.DebasisTripathy, (2014).A STUDY ON CONSUMER PERCEPTION TOWARDS

TWO WHEELER BIKES. International Research Journal of management science

and technology, 52-58.

51
Mr. Faisal. T,August (2014). "A study on customer satisfaction towards Royal
Enfield with special reference to Malapuram district."Asia pacific Journal of
research, 13.

Ahmed, Ramachandra, & Reddy, (2014).A STUDY ON CUSTOMER

SATISFACTION LEVEL OF ROYAL ENFIELD BULLET . International Journal of

Business and Administration Research Review

WEBSITES

www.wikipedia.com
www.scibd.com
www.shodhganga.com

52
APPENDIX

53
 Questionnaire
1. Name

2. Age

20-24
25-29
30-35
Above 30

3. Gender

Male
Female
Others

4.Occupation

Student
Government servant
Professional
Others

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

Meteor 350
Classic 350
Classic 500
Continental GT 650

54
 Interceptor 650
Bullet 350
Bullet 500
Thunderbird 350
Thunderbird 500

6. How you rate for your satisfaction level with respect to sales service of
your Royal Enfield bike ?

Highly satisfied
Satisfied
c)Dissatisfied

7. Do you agree that company acts towards the complaints lodged by the
customers ?

a)Yes
b) No
c) Can’t say

8 . What is the rate of fuel consumption of Royal Enfield bike ?

Low
Average
High

9. Are you satisfied with the bike’s Mileage ?

Yes
No
Can’t say

10. Will you easily get spare parts of Royal Enfield in market ?

55
 Yes
No
Can’t say

11. When it come to comfort and convenience, the Royal Enfield bike is………

Very comfortable
Average
Not comfortable

12. Are you satisfied with the performance of the bike?

Highly satisfied
Satisfied
Dissatisfied

13. what is the one thing you want to improve in bike?

Speed
Mileage
Look
No need to improve

14. According to your opinion what can be done to improve Royal Enfield
bike’s sales in local markets?

Advertise more
Provide better service
Improve quality
Should reduce price
No need to improve

15. Would you recommend Royal Enfield brand to others?

Yes
No

56
16. How did you come to know about Royal Enfield?

Family
Online
Magazine
Friends

17. How long have you using Royal Enfield bike?

Below 1 year
1 year
2 year
3 year
Above 3 year

18. What do you think about Royal Enfield bike’s technology?

Magnificent
Superb
Delighting
Ordinary

19. What do you think about Royal Enfield Road grip and pickup?

Excellent
Good
Satisfied
Worst

20. Overall satisfaction level of Royal Enfield bike?

Excellent
Good
Satisfied
Bad

57