A

PROJECT REPORT
ON

“A study on Customer Satisfaction at Royal Enfield, Jabalpur”

Submitted in partial fulfillment of Degree of

MASTER OF BUSINESS ADMINISTRATION

RANI DURGAVATI VISHWAVIDYALAYA, JABALPUR

Under the Supervision of

Guide Name………

Submitted By
Aditya Tiwari
MBA 3rd SEMESTER
ROLLNO-22130572 ENROLL. NO- R19002A0410200

SESSION: 2023-2024

BADERIA GLOBAL INSTITUTE OF ENGINEERING AND

MANAGEMENT, JABALPUR
 BADERIA GLOBAL INSTITUTE OF
ENGINEERING AND MANAGEMENT,
JABALPUR
DEPARTMENT OF MANAGEMENT

CERTIFICATE OF HOD

This is to certify that project report titled “A study on

Customer Satisfaction at Royal Enfield, Jabalpur” by Aditya
Tiwari of MBA III semester may be accepted towards partial
fulfillment of Masters of Business Administration with
specialization in

Dr. Shailendra Basedia

DEAN-MBA

BGIEM, JABALPUR
 BADERIA GLOBAL INSTITUTE OF
ENGINEERING AND MANAGEMENT,
JABALPUR
DEPARTMENT OF MANAGEMENT

CERTIFICATE OF GUIDE
This is to certify that the project report entitled “A study on
Customer Satisfaction at Royal Enfield, Jabalpur” submitted by
Aditya Tiwari (MBA 3rd semester Roll No.22130572 Enrollment
No R19002A0410200) in partial fulfillment of the requirement
for the degree of MASTER OF BUSINESS ADMINISTRATION of
RDVV has worked under my supervision and guidance.

The candidate is regular student of our Institution. This

report is up to the standard both in respect of its contents and
literacy presentation for being referred to all examiners.

Date: ……….. Signature: Guide Name………

 BADERIA GLOBAL INSTITUTE OF
ENGINEERING AND MANAGEMENT,
JABALPUR
DEPARTMENT OF MANAGEMENT

STUDENT DECLARATION

I Aditya Tiwari (MBA 3rd semester) hereby declare that the

Project Report entitled “A study on Customer Satisfaction at
Royal Enfield, Jabalpur” submitted in partial fulfillment of the
requirement for the degree of Masters of Business
Administration to Rani Durgavati Vishwavidyalaya, Jabalpur.
This is my Original work and that no part of this report has
been submitted for the award of any other Degree, Diploma,
Fellowship or other similar titles or prizes and that the work has
not been published in any journals or magazines.

Signature:

Name: Aditya Tiwari

ROLL NO: 22130572
EN. NO: R19002A0410200
Date:
 INDEX

S.NO. TITLE Page No.

1 Executive Summary 1
2 Concept of topic 2

3 Company profile 3

4 Introduction of Topic,
Characteristics, Pros & Cons, 12
Types & Forms
5 Role in Business 26
6 Current Scenario 28
7 Future Prospects 29
8 Limitation 30
9 Recommendation 31

10 Conclusion 33

11 Bibliography 34
 Executive Summary
I have selected topic for my project is “A study on Perceived Value and
Customer Satisfaction in the Motor Cycle Industry” with special reference to
Jabalpur. I have completed my training at Royal Enfield Jabalpur. The objective of
my research is which is/are the most attractive attributes for purchasing Royal
Enfield; and study the level of satisfaction the same. I have taken 200 samples for the
survey. Type of design is descriptive research design; data collection throughout
questionnaire; and sampling method for the study is a non-probability convenience
sampling.

Majority of the customer prefer Royal Enfield on the basis of price,

mileage, maintenance cost, and engine capacity attributes. More than 50% of the
respondents are satisfied with the price and engine capacity. More no. of respondents
has dissatisfied with the resale value and after sales services of Royal Enfield. As per
survey Royal Enfield is a 2nd rank.

Obtained data was further processed for analysis in percentage form and presented
tables and graphical presentation as bar and pie charts. Findings were drawn after and
the analysis of the data and in the light of the findings conclusion and suggestions are
made.

1
 INRODUCTION
Customer Satisfaction

Who is Customer?

A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a

good, service, product, or idea, obtained from a seller, vendor, or supplier for a
monetary or other consideration. Customers are generally categorized into two types:

 An intermediate customer or trade customer who is a dealer that purchases

goods for re-sale.
 An ultimate customer who does not in turn re-sell the things bought but
either passes them to the consumer or actually is the consumer.

A customer may or may not also be a consumer, but the two notions are distinct, even
though the terms are commonly confused. A customer purchases goods; a consumer
uses them. An ultimate customer may be a consumer as well, but just as equally may
have purchased items for someone else to consume. An intermediate consumer is not
a consumer at all.

Preference refers to certain characteristics any consumer wants to have in a good or

service to make it preferable to him. This could be the level of happiness, degree of
satisfaction, utility from the product, etc…

Preferences are the main factors that influence consumer demand. Economists study
preferences to perceive the demand for each commodity and the future implications it
may cause.

2
 What is Customer Preference?

Customer preference is used primarily to mean to select an option that has the greatest
anticipated value among a number of options by the consumer in order to satisfy
his/her needs or desires. Preferences indicate choices among neutral or more valued
options available. The preference of the consumer is the result of their behavior they
show during searching, purchasing and disposing the products.

Consumer preferences are defined as the subjective (individual) tastes, as measures by

utility, of various bundles of goods. They permit the consumer to rank these bundles
of goods according to the level of utility they give the consumer. Note that
preferences are independent of income and pieces. Ability to purchase goods does not
determine a consumer’s likes or dislikes. One can have a preference for Porsches over
Fords but only have the financial means to drive a Ford.

 Tailor marketing strategies to customer preferences

To make communications relevant, marketers need information about each customer's

preferences and interests. But where do you get this information? How do you coax
customers to give it to you? A well thought-out preference center can make all the
difference across all channels.

First, limit the information requested. Look at your overall marketing strategy and use
that as your guide to decide what data to request. Ask only for the information you
need and you will use to execute your communications strategy.

Don't collect all the information at once. Allow your customers to share only the data
they are comfortable sharing. As you build trust, they'll usually be willing to share
more.

Finally, don't give up. Send periodic follow-ups to customers who haven't completed
their entire profile, and remind them of the advantages of doing so.

Once you have the data, make sure you use it. Customers like it when you talk about
what's important to them, so tailor your offers based on their information. It helps to
ask your customers the day of the week and time of day they prefer to receive your
messages.

3
Gathering information through preference centers is the first step in building a
meaningful dialogue with your customers. By combining preference information with
data you already have, you can create campaigns that are so relevant that your
customers will consider your marketing communications a value-added,
differentiating service.

What is satisfaction?

It is the customer’s perceived performance from a product in relation to the

expectations.

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet customer expectation. It is seen as a key performance
indicator within business and is part of the four perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.

The customer is satisfied if the performance matches the expectations; delighted if the
performance exceeds expectations. Marketing aims for total customer satisfaction by
matching product performance with expectations. Fulfillment of one’s wishes,
expectations, or needs, or the pleasure derived from this.

What is Customer Satisfaction?

Customer satisfaction measures how well the expectations of a customer concerning

a product or service provided by your company have been met.

Customer satisfaction is an abstract concept and involves such factors as the quality of
the product, the quality of the service provided, the atmosphere of the location where
the product or service is purchased, and the price of the product or service. Businesses
often use customer satisfaction surveys to gauge customer satisfaction. Typical areas
addressed in the surveys include:

 Quality of product
 Value of product relative to price-a function of quality and price.

4
  Time issues, such as product availability, availability of sales assistance, time
waiting at checkout, and delivery time.
 Atmosphere of store, such as cleanliness, and enjoyable shopping
environment.
 Convenience, such as location, parking, hours of operation.

Every human being is a consumer of different produces. If there is no consumer, there

is no business. Therefore, consumer satisfaction is very important to every business
person. The consumer satisfaction after purchase depends on product performance in
relation to his/her expectations.

Consumer satisfaction or dissatisfaction is the feeling derived by the consumer when

he compares the product's actual performance with the performance that he expects
out of it. Consumers make their expectations from the service quality, service,
delivery, communications, past experiences and references. These all are to be judged
correctly by the management so that their perceptions match with consumer
expectations. If any of these factors are wrongly interpreted then the expected level of
consumer satisfaction cannot be reached.

Customer satisfaction towards two wheelers

The world of motorcycling is a vibrant and dynamic realm that captivates enthusiasts
with the promise of freedom, thrill, and an exhilarating sense of adventure. As the
demand for motor bikes continues to rise globally, understanding and measuring
customer satisfaction becomes paramount. The satisfaction of motorcycle enthusiasts
is a multifaceted phenomenon, influenced by various factors ranging from
performance and design to after-sales service and brand reputation.

Performance and Riding Experience:

One of the primary factors contributing to customer satisfaction in the realm of motor
bikes is the performance and riding experience. Enthusiasts seek machines that
provide a perfect blend of power, agility, and responsiveness. High-performance
engines, efficient fuel consumption, and cutting-edge technology are key components
that shape the riding experience. Manufacturers strive to innovate and meet the
demands of riders who crave the adrenaline rush of accelerating down an open road.

5
Design and Aesthetics:

Beyond mere functionality, the design and aesthetics of a motor bike play a pivotal
role in influencing customer satisfaction. Motorcycles often serve as a form of self-
expression for riders, reflecting their personality and lifestyle. Sleek, stylish designs,
coupled with attention to detail, contribute significantly to the allure of a motor bike.
Aesthetically pleasing motorcycles not only turn heads on the road but also evoke a
sense of pride and satisfaction in their owners.

Reliability and Durability:

Reliability and durability are crucial aspects that significantly impact customer
satisfaction. Riders seek motorcycles that not only perform well but also withstand the
test of time and varied riding conditions. A reliable bike instills confidence in the
rider, fostering a sense of trust in the manufacturer. Regular maintenance and high-
quality components contribute to the longevity of a motorcycle, enhancing customer
satisfaction and loyalty.

After-Sales Service and Support:

The relationship between a rider and their motor bike extends beyond the initial
purchase. After-sales service and support are vital in maintaining customer
satisfaction throughout the ownership experience. Efficient maintenance services,
readily available spare parts, and responsive customer support contribute to a positive
ownership experience. Manufacturers that prioritize customer care create a lasting
impression on their clientele.

Brand Reputation and Loyalty:

Brand reputation plays a crucial role in shaping customer satisfaction in the motor
bike industry. Established brands with a history of delivering quality and innovative
products often enjoy a loyal customer base. Riders are more likely to be satisfied with
their purchase if the brand is associated with reliability, performance, and a
commitment to customer satisfaction. Positive word-of-mouth and brand loyalty go
hand in hand, influencing potential buyers in the competitive market.

6
 Customer satisfaction towards motor bikes is a complex interplay of
performance, design, reliability, after-sales service, and brand reputation.
Manufacturers that understand and prioritize these factors can create a product that
not only meets the functional needs of riders but also taps into the emotional and
aspirational aspects of owning a motor bike. As the industry continues to evolve, the
pursuit of customer satisfaction remains a driving force, ensuring that motorcycling
enthusiasts continue to find joy and fulfillment in the pursuit of open roads and
thrilling adventures.

7
 COMPANY PROFILE

Royal Enfield has been creating modern classics since 1901. Manufacturers of the
Bullet, Classic, INT650, Continental GT, Himalayan and Thunderbird series.
The oldest motorcycle brand in continuous production, Royal Enfield made its first
motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created
the mid-sized motorcycle
otorcycle segment in India with its unique and distinctive modern
classic bikes.

With its new manufacturing base in Chennai, India, Royal Enfield is able to grow its
production rapidly against a surge in demand for its motorcycles. With more than
50% growth
th every year for the last 5 years, Royal Enfield is fast becoming a very
important player in the global mid-size
mid size motorcycle market and is working towards re
re-
inventing this space with motorcycles that are evocative and engaging, and great fun
to ride.

8
Royal Enfield’s product line‐up in India includes the Bullet, Classic and Thunderbird
models in 350 and 500cc displacement along with Continental GT 535cc café racer
and the purpose built Himalayan powered by the new LS410 engine. Royal Enfield
operates through 17 company-operated stores and 705+ dealers in all major cities and
towns in India, and exports to over 50 countries across the world including the USA,
UK, several European and Latin American countries, as well as the Middle East and
South East Asia.

Royal Enfield also organizes and supports many motorcycling events and rides
globally, more prominently the Rider Mania – an annual gathering of Royal Enfield
riders from all over the world to the lovely beaches of Goa, and the Himalayan
Odyssey, the most arduous motorcycle ride over some of the toughest roads and
highest mountain passes in the Himalayas. Royal Enfield also conducts the popular
‘One Ride’ where people around the world ride out on their motorcycles on the first
Sunday of April.

Product Profile

Royal Enfield is a division of Eicher Motors Limited. They

manufacture motorcycles, bicycles, lawnmowers, and stationary engines. Royal
Enfield is known for their mid-sized motorcycles. Some of their products
include:
 Royal Enfield Bullet
 Classic 350
 Royal Enfield Thunderbird
 Meteor 350
 Classic 500
 Interceptor 650
 Continental
 Royal Enfield Himalayan

9
 Royal Enfield's most popular bikes in India include: Hunter 350, Bullet 350,
Himalayan 450.

Upcoming bikes include:

 Roadster 450
 Classic 350 Bobber
 Shotgun 650

Royal Enfield motorcycles are known for their sturdy build quality. The Classic 350
model has a frame similar to the Bullet series of motorcycles. It also has modern
features like disc brakes and an electric starter

10
 Objectives of the study

1 To study the satisfaction level of the customers.

2 To ascertain the customer satisfaction towards the Royal Enfield.

3 To identify issues related to after sales service of Royal Enfield.

4 To identify the factors that influence the decisions of consumers towards

Royal Enfield Bikes regarding ride comfort, resale value, price, mileage, looks

& style, interiors and modules.

11
 RESEARCH METHODOLOGY
Research Definition:-

Research is a process of systematic and in –depth study or search for any particular
topic, subject by collection, compilation, presentation and interpretation of relevant
details or data.
 Research refers to a search of knowledge.
 It is a scientific and systematic search for pertinent information on a specific
topic.
 It is an art of scientific investigation.
 Movement from known to unknown.
 Voyage of discovery.
 It is a systematic method of finding solution to a problem.

NATURE OF STUDY:-

It was an exploratory research and the basic aim of exploratory research is to gain
familiarity with the phenomena or to achieve new insights into it. So the study has
tried to find, who have the maximum influence on the decision making of the
consumers.

SELECTION OF THE SAMPLE:

It becomes impossible to contact each and every individual of the population due to
limitations of essential resources like time and money. Therefore, the study is
preferable borrowed down to a representative sample to make the study more
manageable.
Keeping in view of these objectives and resource limitations of the study, sample of
100 respondents were considered. The selected sample is representative of the
population and is accurate and practicable.

12
SAMPLING PLAN:-
The following factors have to be decided within the scope of sampling plan:

SAMPLE SIZE:-
This refers to the people surveyed through large samples are more reliable but due to
shortage of time and money a small representative of 100 customers of Royal Enfield.

SAMPLE AREA:-
The sample are for the present project report is Jabalpur (M.P.)
Questionnaire:-
The project was started from the questionnaire. The questions are asked to respondents
about their familiarities and experiences toward different services provided by Royal
Enfield. The survey was conducted to do the analysis of various factors of preference
and satisfaction.

Secondary data
Secondary Data are not firsthand information. Secondary Data are those that have been
collected by other organization. Secondary data was source from
 Books
 Company’s brochures
 Websites

13
 DATA ANALYSIS &
INTERPRETATION
Question 1: Which model of Royal Enfield do you presently own?

Royal Enfield Model Frequency Percentage

Bullet 500 12 24%

Thunder Bird 8 16%

Bullet Electra 5 10%

Machismo 500 7 14%

Bullet 350 10 20%

Classic 500/350 6 12%

Others 2 4%

Total 50 100%

Interpretation: The majority of respondents (24%) own the Bullet 500 model,
followed by Bullet 350 (20%). The other models, including Thunder Bird, Bullet
Electra, Machismo 500, and Classic 500/350, also have varying ownership
percentages. Only a small percentage (4%) fall into the "Others" category, suggesting
a diverse range of Royal Enfield models owned by the respondents.

30%
24%
25%
20% Bullet 500
20% 16%
14% Thunder Bird
15% 12%
10%
10% Bullet Electra
4% Machismo 500
5%
0% Bullet 350
Classic 500/350
Others

14
Question 2: Did you consider other motorcycles while buying the Royal Enfield
bike?

Consideration Frequency Percentage

Yes 30 60%

No 20 40%

Total 50 100%

Interpretation: A significant majority (60%) of respondents considered other

motorcycles before purchasing their Royal Enfield bike, indicating a thoughtful and
comparative decision-making process. On the other hand, 40% of respondents did
not consider other motorcycles, suggesting a strong brand preference or loyalty
among this segment.

120%

100%
100%

80%

60% Yes
60%
No
Total
40%
40%

20%

0%
Yes No Total

15
Question 3: If yes, which bike did you compare with?

Bike Comparison Frequency Percentage

Bike 15 50%

CC 15 50%

Total 30 100%

Interpretation: Among respondents who considered other motorcycles, there is an

even distribution in comparing based on the type of bike (50%) and the engine
capacity (CC - 50%). This balanced comparison suggests that both specific bike
features and overall performance, represented by engine capacity, are crucial factors
in the decision-making process.

60%

50% 50%
50%

40%

30% Bike
CC

20%

10%

0%
Bike CC

16
Question 4: Please specify your source of awareness of Royal Enfield while buying
your bike?

Awareness Source Frequency Percentage

Newspapers 8 16%

Magazines 5 10%

Friends 12 24%

Road shows 6 12%

TV Ads 7 14%

Website/blogs 9 18%

Showroom 2 4%

Others 1 2%

Total 50 100%

Interpretation: The survey reveals that the most common source of awareness for
Royal Enfield among respondents is through friends (24%), followed by newspapers
(16%) and website/blogs (18%). Showroom visits and other sources contribute to a
smaller percentage, indicating the importance of word-of-mouth and digital
platforms in influencing purchase decisions.

30%
24%
25% Newspapers
20% 18%
16% Magazines
14%
15% 12% Friends
10%
10% Road shows
4%
5% 2% TV Ads
0% Website/blogs
Showroom
Others

17
Question 5: Frequency of breakdown of your bike?

Breakdown Frequency Frequency Percentage

Very often 5 10%

Rarely 20 40%

Not at all 25 50%

Total 50 100%

Interpretation: The majority of respondents (50%) report that their Royal Enfield
bikes experience no breakdowns, emphasizing the reliability and durability of the
brand. Additionally, 40% experience breakdowns rarely, and only a small percentage
(10%) face breakdowns very often, indicating a generally positive reliability
perception.

60%

50%
50%

40%
40%

Very often
30%
Rarely
Not at all
20%

10%
10%

0%
Very often Rarely Not at all

18
Question 6: What do you think is the major barrier for not purchasing Royal Enfield
bikes by non-Bullet riders?

Barrier Frequency Percentage

High Maintenance 8 16%

Poor after-sales service 10 20%

High price 5 10%

Low mileage 12 24%

Poor promotion 7 14%

Noisy vehicle 8 16%

Total 50 100%

Interpretation: Among potential barriers for non-Bullet riders, the most cited factors
are low mileage (24%) and poor after-sales service (20%). High maintenance (16%)
and noisy vehicles (16%) are also mentioned, emphasizing the importance of these
factors in influencing non-Bullet riders' decisions.

30%
24%
25%
20%
20% 16% 16%
14% High Maintenance
15%
10%
10% Poor after-sales service
5% High price
0%
Low mileage
Poor promotion
Noisy vehicle

19
Question 7: Which place did you prefer to purchase your Royal Enfield bike?

Purchase Place Frequency Percentage

Showroom 35 70%

Direct second hand 10 20%

Used vehicles dealership 5 10%

Total 50 100%

Interpretation: The majority of respondents (70%) prefer purchasing their Royal

Enfield bikes directly from the showroom, suggesting a preference for a direct buying
experience and the assurance of brand authenticity. Direct second-hand purchases
(20%) and used vehicle dealerships (10%) are less popular, emphasizing the
significance of the showroom experience.

80%

70%
70%

60%

50%

40% Showroom
Direct second hand
30% Used vehicles dealership

20%
20%

10%
10%

0%
Showroom Direct second Used vehicles
hand dealership

20
Question 8: Are you satisfied purchasing there?

Satisfaction Frequency Percentage

Yes 45 90%

No 5 10%

Total 50 100%

Interpretation: The overwhelming majority of respondents (90%) express

satisfaction with their purchase experience, indicating a positive sentiment towards
Royal Enfield showrooms. The small percentage (10%) of dissatisfaction suggests
that there is still room for improvement in certain aspects of the purchasing process.

100%

90%
90%

80%

70%

60%

50% Yes
No
40%

30%

20%

10%
10%

0%
Yes No

21
Question 9: Would you like to participate in the Rider Mania organized by the
Royal Enfield club?

Participation Frequency Percentage

Yes 30 60%

No 20 40%

Total 50 100%

Interpretation: A significant majority (60%) of respondents express interest in

participating in the Rider Mania organized by the Royal Enfield club, reflecting a
strong sense of community and brand engagement. However, 40% indicate no
interest, suggesting that not all Royal Enfield owners are inclined towards
participating in such events.

70%

60%
60%

50%

40%
40%

Yes
30% No

20%

10%

0%
Yes No

22
Question 10: Do you agree that the company takes action towards the complaints
lodged by the customers?

Agreement Frequency Percentage

Yes 40 80%

No 10 20%

Total 50 100%

Interpretation: A majority of respondents (80%) agree that the company takes

action towards the complaints lodged by customers. This high percentage indicates a
positive perception of the company's responsiveness to customer concerns.
However, 20% expressing disagreement suggests that there is room for
improvement in addressing customer complaints.

90%
80%
80%

70%

60%

50%
Yes
40%
No

30%
20%
20%

10%

0%
Yes No

23
Question 11: Are you satisfied with the brand image?

Satisfaction Frequency Percentage

Highly satisfied 15 30%

Satisfied 20 40%

Neutral 10 20%

Dissatisfied 3 6%

Highly dissatisfied 2 4%

Total 50 100%

Interpretation: The brand image of Royal Enfield appears to be generally positive,

with a combined 70% expressing high satisfaction (30% highly satisfied and 40%
satisfied). A smaller percentage (30%) express some level of dissatisfaction,
indicating that there are areas where the brand image could be further
strengthened.

45%
40%
40%
35%
30%
30%
25%
20% Highly satisfied
20%
Satisfied
15%
Neutral
10% 6%
4% Dissatisfied
5%
Highly dissatisfied
0%

24
Question 12: Are you satisfied with the mileage?

Satisfaction Frequency Percentage

Highly satisfied 10 20%

Satisfied 15 30%

Neutral 12 24%

Dissatisfied 8 16%

Highly dissatisfied 5 10%

Total 50 100%

Interpretation: The satisfaction with mileage is fairly distributed among

respondents. While a significant portion (50%) express satisfaction (20% highly
satisfied and 30% satisfied), there is a notable proportion (26%) expressing
dissatisfaction (16% dissatisfied and 10% highly dissatisfied). This suggests a varied
experience with mileage satisfaction among Royal Enfield owners.

35%
30%
30%
24%
25%
20%
20%
16% Highly satisfied
15%
10% Satisfied
10%
Neutral
5%
Dissatisfied
0% Highly dissatisfied

Question 13: Are you satisfied with the price?

25
 Satisfaction Frequency Percentage

Highly satisfied 8 16%

Satisfied 18 36%

Neutral 12 24%

Dissatisfied 7 14%

Highly dissatisfied 5 10%

Total 50 100%

Interpretation: The satisfaction with the price of Royal Enfield bikes is varied among
respondents. While a significant proportion (52%) express satisfaction (16% highly
satisfied and 36% satisfied), there is also a notable portion (24%) that remains
neutral. Dissatisfaction is expressed by 24%, suggesting that some respondents find
the pricing less favorable.

40%
36%
35%

30%

25% 24%

20% Highly satisfied

16%
14% Satisfied
15%
Neutral
10%
10% Dissatisfied
Highly dissatisfied
5%

0%

26
Question 14: Are you satisfied with the resale value?

Satisfaction Frequency Percentage

Highly satisfied 10 20%

Satisfied 15 30%

Neutral 10 20%

Dissatisfied 8 16%

Highly dissatisfied 7 14%

Total 50 100%

Interpretation: Satisfaction with the resale value of Royal Enfield bikes is moderately
distributed among respondents. While a significant portion (50%) express
satisfaction (20% highly satisfied and 30% satisfied), there is also a considerable
proportion (30%) expressing some level of dissatisfaction (16% dissatisfied and 14%
highly dissatisfied). This indicates varied experiences with the resale value.

35%
30%
30%

25%
20% 20%
20%
16% Highly satisfied
14%
15%
Satisfied
10% Neutral
5% Dissatisfied
0% Highly dissatisfied

27
Question 15: Are you satisfied with the popularity?

Satisfaction Frequency Percentage

Highly satisfied 12 24%

Satisfied 15 30%

Neutral 8 16%

Dissatisfied 10 20%

Highly dissatisfied 5 10%

Total 50 100%

Interpretation: The satisfaction with the popularity of Royal Enfield bikes is

reasonably distributed. While a significant portion (54%) express satisfaction (24%
highly satisfied and 30% satisfied), there is also a notable proportion (36%)
expressing some level of dissatisfaction (20% dissatisfied and 16% highly
dissatisfied). This indicates varying perceptions of the brand's popularity among
respondents.

35%
30%
30%
24%
25%
20%
20%
16% Highly satisfied
15%
10% Satisfied
10%
Neutral
5%
Dissatisfied
0% Highly dissatisfied

28
Question 16: Are you satisfied with the comfort?

Satisfaction Frequency Percentage

Highly satisfied 14 28%

Satisfied 18 36%

Neutral 8 16%

Dissatisfied 7 14%

Highly dissatisfied 3 6%

Total 50 100%

Interpretation: Satisfaction with the comfort of Royal Enfield bikes is fairly

distributed among respondents. While a significant portion (64%) express
satisfaction (28% highly satisfied and 36% satisfied), there is also a notable
proportion (20%) expressing some level of dissatisfaction (14% dissatisfied and 6%
highly dissatisfied). This suggests varying experiences with the comfort of the bikes.

40% 36%
35%
30% 28%

25%
20% Highly satisfied
16%
14% Satisfied
15%
10% Neutral
6%
5% Dissatisfied

0% Highly dissatisfied

29
Question 17: Are you satisfied with the maintenance?

Satisfaction Frequency Percentage

Highly satisfied 10 20%

Satisfied 15 30%

Neutral 12 24%

Dissatisfied 8 16%

Highly dissatisfied 5 10%

Total 50 100%

Interpretation: The satisfaction with the maintenance of Royal Enfield bikes is

reasonably distributed. While a significant portion (50%) express satisfaction (20%
highly satisfied and 30% satisfied), there is also a considerable proportion (26%)
expressing some level of dissatisfaction (16% dissatisfied and 10% highly
dissatisfied). This indicates varying experiences with the maintenance aspect.

35%
30%
30%
24%
25%
20%
20%
16% Highly satisfied
15% Satisfied
10%
10% Neutral
Dissatisfied
5%
Highly dissatisfied
0%

30
Question 18: Are you satisfied with the safety?

Satisfaction Frequency Percentage

Highly satisfied 12 24%

Satisfied 15 30%

Neutral 8 16%

Dissatisfied 10 20%

Highly dissatisfied 5 10%

Total 50 100%

Interpretation: Satisfaction with the safety of Royal Enfield bikes is moderately

distributed. While a significant portion (54%) express satisfaction (24% highly
satisfied and 30% satisfied), there is also a notable proportion (26%) expressing
some level of dissatisfaction (20% dissatisfied and 10% highly dissatisfied). This
suggests varying perceptions of the safety

35%
30%
30%
24%
25%
20%
20%
16% Highly satisfied
15% Satisfied
10%
10% Neutral
Dissatisfied
5%
Highly dissatisfied
0%

31
Question 19: Are you aware of giving free service of your motorcycle to the
showroom?

Awareness Frequency Percentage

Yes 25 50%

No 25 50%

Total 50 100%

Interpretation: Respondents are evenly split in their awareness of giving free service
of their motorcycles to the showroom, with 50% being aware and 50% not aware.
This suggests a need for the company to enhance communication or education
regarding this service among their customer base.

60%

50% 50%
50%

40%

30% Yes
No

20%

10%

0%
Yes No

32
Question 20: How would you rate the overall performance of your Royal Enfield
motorcycle?

Rating Frequency Percentage

Excellent 10 20%

Good 20 40%

Average 10 20%

Below Average 5 10%

Poor 5 10%

Total 50 100%

Interpretation: Responses to the overall performance of Royal Enfield motorcycles

indicate a generally positive sentiment, with a combined 60% rating their bikes as
excellent or good. However, there is also a notable 20% expressing average
performance and 20% expressing below-average to poor performance, suggesting
room for improvement in certain aspects of bike performance.

45%
40%
40%

35%

30%
Excellent
25%
20% 20% Good
20%
Average
15% Below Average
10% 10%
10% Poor

5%

0%
Excellent Good Average Below Poor
Average

33
Question 21: What improvements or features would you like to see in future Royal
Enfield models?

Improvement/Feature Frequency Percentage

Enhanced performance 12 24%

Advanced safety features 15 30%

Improved fuel efficiency 8 16%

Innovative technology 10 20%

Stylish design updates 5 10%

Total 50 100%

Interpretation: The desired improvements or features for future Royal Enfield

models are diverse, with respondents expressing preferences for enhanced
performance (24%), advanced safety features (30%), improved fuel efficiency (16%),
innovative technology (20%), and stylish design updates (10%). This provides
valuable insights into the expectations and priorities of Royal Enfield owners.

35%
30%
30%
24%
25%
20%
20%
16%
15% Enhanced performance
10% Advanced safety features
10%
Improved fuel efficiency
5% Innovative technology

0% Stylish design updates

34
Question 22: Have you ever faced any issues with the availability of spare parts for
your Royal Enfield motorcycle?

Issues with Spare Parts Frequency Percentage

Yes 20 40%

No 30 60%

Total 50 100%

Interpretation: A significant proportion of respondents (40%) report facing issues

with the availability of spare parts for their Royal Enfield motorcycles. This highlights
a potential area for improvement in the supply chain and spare parts management
to enhance the overall customer experience.

70%

60%
60%

50%

40%
40%

Yes

30% No

20%

10%

0%
Yes No

35
Question 23: On a scale of 1 to 10, how likely are you to recommend Royal Enfield
to a friend or family member?

Likelihood to Recommend Frequency Percentage

1 (Not Likely) 2 4%

2 3 6%

3 5 10%

4 7 14%

5 8 16%

6 10 20%

7 10 20%

8 3 6%

9 1 2%

10 (Highly Likely) 1 2%

Total 50 100%

Interpretation: The likelihood of recommending Royal Enfield to friends or family

members is generally positive, with a combined 72% providing a rating of 7 or above
on the scale. However, there is still a notable 16% who rate it between 4 to 6,
suggesting that improvements could enhance the likelihood of recommendations.

25%
20% 20% 1 (Not Likely)
20% 16%
14% 2
15%
10%
10% 6% 6% 3
4%
5% 2% 2% 4
0% 5
6
7
8

36
Question 24: How satisfied are you with the customization options provided by
Royal Enfield for your motorcycle?

Satisfaction Frequency Percentage

Highly satisfied 8 16%

Satisfied 15 30%

Neutral 10 20%

Dissatisfied 10 20%

Highly dissatisfied 7 14%

Total 50 100%

Interpretation: The satisfaction with the custom1ization options provided by Royal

Enfield is mixed among respondents. While a significant portion (46%) express
satisfaction (16% highly satisfied and 30% satisfied), there is also a notable 34%
expressing some level of dissatisfaction (20% dissatisfied and 14% highly
dissatisfied). This indicates varying experiences and preferences in customization.

35%
30%
30%

25%
20% 20%
20%
16% Highly satisfied
15% 14%
Satisfied
Neutral
10%
Dissatisfied
5% Highly dissatisfied

0%

37
Question 25: Do you participate in any Royal Enfield community or online forums
for discussions and information?

Participation Frequency Percentage

Yes 25 50%

No 25 50%

Total 50 100%

Interpretation: The participation in Royal Enfield communities or online forums is

evenly split among respondents, with 50% actively participating and 50% not
participating. This suggests a balance in engagement levels within the Royal Enfield
community.

60%

50% 50%
50%

40%

30% Yes
No

20%

10%

0%
Yes No

38
Question 26: How would you rate the overall customer service experience at Royal
Enfield showrooms?

Rating Frequency Percentage

Excellent 15 30%

Good 20 40%

Average 10 20%

Below Average 3 6%

Poor 2 4%

Total 50 100%

Interpretation: The overall customer service experience at Royal Enfield showrooms

is perceived positively, with 70% of respondents providing ratings of excellent or
good. However, there is room for improvement, as 10% rate the experience as
average and 10% as below average to poor.

45%
40%
40%

35%
30%
30%
Excellent
25%
20% Good
20% Average

15% Below Average

Poor
10%
6%
4%
5%

0%
Excellent Good Average Below Poor
Average

39
Question 27: In your opinion, what sets Royal Enfield apart from other motorcycle
brands?

Unique Factors Frequency Percentage

Classic and iconic design 15 30%

Strong and durable build quality 12 24%

Unique riding experience 8 16%

Rich heritage and history 10 20%

Community and culture 5 10%

Total 50 100%

Interpretation: Respondents highlight various factors that set Royal Enfield apart
from other motorcycle brands. Classic and iconic design (30%) and strong and
durable build quality (24%) are the most cited factors, emphasizing the brand's
distinctive characteristics. Unique riding experience, rich heritage, and community
and culture also contribute to the brand's uniqueness.

35%
30%
30%
24%
25%
20%
20% Classic and iconic design
16%
15%
10% Strong and durable build
10% quality
5% Unique riding experience
0%
Rich heritage and history

Community and culture

40
 Findings

 Findings from the Royal Enfield Questionnaire Analysis:

 The most owned model is Bullet 500 (24%) and Bullet 350 (20%).
 60% of respondents considered other motorcycles before choosing Royal
Enfield.
 Friends (24%) and website/blogs (18%) are significant sources of awareness.
 50% report no breakdowns, emphasizing the perceived reliability of Royal
Enfield.
 Low mileage (24%) and poor after-sales service (20%) are major barriers for
non-Bullet riders.
 70% prefer purchasing from showrooms, indicating a preference for direct
buying experiences.
 Overall, 90% of respondents are satisfied with their purchase.
 60% express interest in participating in Rider Mania events, showcasing a
strong sense of community engagement.
 80% believe the company takes action towards customer complaints,
indicating perceived responsiveness.
 Dissatisfaction is noted in areas like availability of spare parts (40%) and
customization options (34%).
 72% are likely to recommend Royal Enfield to others.
 Classic design (30%) and durable build quality (24%) are highlighted as key
factors setting Royal Enfield apart.

41
 Suggestions
 Improve spare parts availability to address reported issues (40%) and ensure
a smoother maintenance experience.
 Diversify customization options (34%) to cater to a wider range of customer
preferences and enhance personalization choices.
 Strengthen after-sales service further, despite high overall satisfaction, to
maintain customer loyalty and enhance ownership experience.
 Address specific barriers for non-Bullet riders, such as concerns related to
mileage and after-sales service, to broaden the customer base.
 Enhance communication and awareness regarding the provision of free
service to the showroom, as 50% of respondents were unaware of this
offering.
 Explore innovative marketing strategies to reach a broader audience,
leveraging both traditional and digital platforms.
 Capitalize on the high interest in Rider Mania (60%) by expanding and
promoting more community engagement events.
 Continue enhancing models by incorporating advanced safety features,
improving fuel efficiency, and integrating innovative technologies.
 Focus on specific areas of dissatisfaction, such as spare parts availability,
customization options, and aspects of customer service, through targeted
improvements.
 Establish a robust feedback mechanism to continually monitor customer
opinions and promptly respond to concerns, strengthening the brand's
commitment to customer satisfaction.

42
 Conclusion
In conclusion, the analysis of the Royal Enfield questionnaire reveals a largely positive
sentiment among respondents, reflecting high levels of satisfaction and brand loyalty among
owners. The distribution of ownership across various models, with Bullet 500 and Bullet 350
leading, demonstrates a diverse consumer base. A significant portion of respondents
considered other motorcycles before choosing Royal Enfield, underscoring the importance
of continuous improvement to meet evolving consumer preferences.

Awareness channels play a crucial role, with friends and website/blogs being primary
sources. The perceived reliability of Royal Enfield motorcycles is evident, with 50% reporting
no breakdowns. However, addressing reported barriers for non-Bullet riders, particularly
related to mileage and after-sales service, could expand the brand's appeal.

While showrooms remain the preferred purchase location for 70% of respondents,
opportunities for improvement lie in enhancing spare parts availability and customization
options. The positive response to Rider Mania events highlights a strong sense of community
engagement, providing a valuable avenue for further brand promotion.

The company's responsiveness to customer complaints is appreciated by 80% of

respondents, indicating a commitment to customer satisfaction. Nevertheless, identified
areas for improvement, such as spare parts availability and customization options, present
opportunities for refinement. Recommendations include strengthening after-sales service,
diversifying customization choices, and exploring innovative marketing strategies.

The likelihood of recommendations remains high at 72%, showcasing a potential for word-
of-mouth promotion. The brand's unique attributes, including classic design and durable
build quality, contribute to its distinctiveness in the market. Addressing specific areas of
dissatisfaction, alongside continuous model enhancements, will be crucial for sustaining and
building upon the positive brand image.

43
 BIBLIOGRAPHY

1. BOOKS/ REFFERED ::-

 Basic Marketing – Pereaurt W.D (2nd edition), Page 450

 Consumer Behaviour – Della A.J (4th edition), Page 15
 Research Methodology – C.R. Kothari. (2nd edition) Page 66

 Marketing Research – Donald T.S (6th edition), Page 49

2. WEBSITES REFFERED :-
:

 www.Yamaha.org

 www.cifmotors.com

 www.managemtnstudy.com

3. Magazines Referred

 “HIMALAYAN ODYSSEY”, 4th Edition, 2011, published by Royal

Enfield.
 “The BEAT”, 6th Edition-July,
July, September 2011, published by Royal
Enfield Magazine.
 “Royal Enfield Ride Calendar”, 2011, published by Royal Enfield
Magazine.

44
 QUESTIONNAIRE

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

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

2. Did you consider other motorcycles while buying the Royal Enfield bike?
Yes
No

3. If yes, which bike did you compare with?

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

5. Frequency of breakdown of your bike?

Very often
Rarely
Not at all

6. What do you think is the major barrier for not purchasing Royal Enfield bikes by non-Bullet
non
riders?
High Maintenance
Poor after-sales
sales service
High price
Low mileage
Poor promotion
Noisy vehicle

45
7. Which place did you prefer to purchase your Royal Enfield bike?
Showroom
Direct second hand
Used vehicles dealership

8. Are you satisfied purchasing there?

Yes
No

9. Would you like to participate in the Rider Mania organized by the Royal Enfield club?
Yes
No

10. Do you agree that the company takes action towards the complaints lodged by the customers?
Yes
No

11. Are you satisfied with the brand image?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

12. Are you satisfied with the mileage?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

13. Are you satisfied with the price?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

14. Are you satisfied with the resale value?

46
 Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

15. Are you satisfied with the popularity?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

16. Are you satisfied with the comfort?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

17. Are you satisfied with the maintenance?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

18. Are you satisfied with the safety?

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

19. Are you aware of giving free service of your motorcycle to the showroom?
Yes
No

20. How would you rate the overall performance of your Royal Enfield motorcycle?
Excellent
Good

47
 Average
Below Average
Poor

21. What improvements or features would you like to see in future Royal Enfield models?
Enhanced performance
Advanced safety features
Improved fuel efficiency
Innovative technology integration
Stylish design updates

22. Have you ever faced any issues with the availability of spare parts for your Royal Enfield
motorcycle?
Yes
No

23. On a scale of 1 to 10, how likely are you to recommend Royal Enfield to a friend or family
member?
1 (Not Likely)
2
3
4
5
6
7
8
9
10 (Highly Likely)

24. How satisfied are you with the customization options provided by Royal Enfield for your
motorcycle?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

25. Do you participate in any Royal Enfield community or online forums for discussions and
information?
Yes
No

48
26. How would you rate the overall customer service experience at Royal Enfield showrooms?
Excellent
Good
Average
Below Average
Poor

27. In your opinion, what sets Royal Enfield apart from other motorcycle brands?
Classic and iconic design
Strong and durable build quality
Unique riding experience
Rich heritage and history
Community and culture

49