INTRODUCTION

THE BEGINNING

The Enfield Cycle Company made motorcycles, bicycles, lawnmowers

andstationary engines under the name Royal Enfield out of its works based
atRedditch, Worcestershire. The legacy of weapons manufacture is reflected
inthe logo comprising the cannon, and the motto "Made like a gun". Use of
thebrand name Royal Enfield was licensed by the Crown in 1890

.THE EARLY YEARS

In 1909 Royal Enfield surprised the motorcycling world by introducing a
smallMotorcycle with a 2 ¼ HP V twin Motosacoche engine of Swiss origin.
In 1911 thenext model was powered by a 2 ¾ 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
sidecarcombination. It was this motorcycle which made Enfield a household
name.1914 saw the 3 HP motorcycles this time with Enfield’s own engine
which nowhad the standardised Enfield paint scheme of black enamelled partsand
greentank with gold trim.

BETWEEN THE WARS

At the time of the outbreak of WW I Royal Enfield supplied consignments of
their6 HP sidecar Outfit motorcycles with Stretchers to the Crown. This
samemotorcycle also came with a Vickers machine Gun sidecar attachment
whichcould also be turned skywards and used against low flying aircraft. Royal
Enfieldsupplied large numbers of motorcycles to the British War Department
and alsowon a motorcycle contract for the Imperial Russian Government.
THE INDIA CONNECTION
Royal Enfield motorcycles were being sold in India ever since 1949. In 1955,
theIndian government started looking for a suitable motorcycle for its police

1
forcesand the army for patrolling duties on the country's border. TheBullet 350
was chosen as the most suitable bike for the job. The Indian government ordered
800of these 350 cc motorcycles, an enormous order for that time. Thus In 1955,
theRedditch Company partnered with Madras Motors in India to form what was
called 'Enfield India' to assemble these 350 cc Bullet motorcycle under licence
in erstwhile madras (Now called Chennai). As per their agreement Madras
Motors owned the majority (over 50%) of shares in the company. In 1957
toolingequipment was also sold to Enfield India so that they could manufacture
components and start full-fledged production. The Enfield Bullet dominated the
Indian highways and with each passing year its popularity kept rising.

In 1990, Enfield India entered into a strategic alliance with the Either Group,
andlater merged with it in 1994. It was during this merger that the name Enfield
Indiachanged to Royal Enfield. The Either 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 andMotorcycles. Since then, the Company has made considerable
investments inmodernizing its manufacturing technology and systems. In 1996,
when theGovernment decided to impose stringent norms for emission Royal
Enfield wasthe first motorcycle manufacturer to comply, a tradition which has
stuck on thusmaking emission norms being one of the most important factors
the companyfocuses on.

The Indian government looked for a suitable motorcycle for its police and army,
for patrolling the country's border. The Royal Enfield Bullet was chosen as the
most suitable bike for the job. The government ordered 800 units of the 350
ccmodel. In 1955, the Red ditch company partnered withMadras Motors in India
toform 'Enfield India' to assemble, under license, the 350 cc Royal EnfieldBullet
motorcycle in Madras (now called Chennai). The tooling was sold to Enfield

2
India so that they could manufacture components. By 1962, all components
were made in India. The Indian Enfield uses the 1960 engine (with metric
bearing sizes), Royal Enfield still makes an essentially similar bike in the350 cc
and 500 cc models, along with several different models for
differentmarketsegments.In 1990, Royal Enfield collaborated with the either
Group, an automotivecompany in India, and merged with it in 1994. Apart from
bikes, either Group isinvolved in the production and sales of tractors,
commercial vehicles, andautomotive gears. Although Royal Enfield experienced
difficulties in the 1990s, and ceased motorcycle production at their Jaipur
factory in 2002, by 2013 thecompany opened a new primary factory in the
Chennai suburb ofOragadam on the strength of increased demand for its
motorcycles. The original factory at Tiruvottiyur became secondary, and
continues to produce engines and some motorcycle models. In 2014 Royal
Enfield appointed PierreTerblanche as the head of new product design.

In January 2015, the company announced the appointment of Rudratej ‘Rudy’

Singh as President of Royal Enfield. Singh was previously a Vice Presidentof

Unilever in Singapore. Royal Enfield announced its first takeover of
anothercompany in May, 2015 with the purchase of a UK motorcycle design
andmanufacturing firm, Harris Performance Products that had previously
developedthe chassis of the Royal Enfield Continental GT Cafe Racer.Royal
Enfield currently sells motorcycles in more than 50 countries. Royal Enfield
surpassed Harley-Davidson in global sales in 2015.In August 2015, Royal
Enfield Motors announced it is establishing its North American headquarters
and a dealership in Milwaukee, Wisconsin, with the intention to offer three
bikes, the Bullet 500, Classic 500 and Continental GT 535Cafe Racer as they
feel this engine size represents an underserved market. The dealership will be
Royal Enfield's first company-owned store in the U.S., according to Rod Copes,
president of Royal Enfield North America.Thecompany wants to establish about

3
100 dealerships in American cities starting with Milwaukee "I live here, so I am
biased. But in my mind, Milwaukee is kind of the center ofmotorcycling in the
United States," said Copes, a former Harley-Davidson executive. "We view this
as kind of our first flagship dealership," he added. Later in August 2015, parent-
business either announced its entry in Indonesia asa part of its global strategy in
the mid-sized (250-750 cc) motorcycle segment, initially starting retail
operations from a dealership in Jakarta.

From April to September, 2015, Royal Enfield's domestic sales were 50%
higher than the previous year, despite a declining motorcycle market in India.
Although Enfield sold its first bike in India in 1949, it was not before 1955 that
India’s own Royal Enfield manufacturing establishment came into existence.
In1955, Red Ditch Company and Madras Motors became partners and
formedEnfield India, which is currently based in Chennai. The present day
Royal Enfield Company is a subsidiary of the Indian automobile stalwart either
Motors Limited.Dr. VenkiPadmanabhan is the CEO of Royal Enfield India.
Royal Enfield hasbeen the most trusted high capacity bike and the most favorite
of the Indian government for the past six decades. The Government of India had
requirement of a powerful, high capacity, strong and reliable vehicle for the
Indian Army and Indian Police for patrolling purposes. Royal Enfield was the
name the Indian government counted on. In 1965, 800 350cc Royal Enfield
Bullet model units were ordered by the Government of India. The original
Enfield Manufacturing Company Limited went defunct in 1971; however,
Enfield India just kept on growing in stature and repute.

Royal Enfield is an Indian motorcycle manufacturing brand with the tag of "the
oldestglobal motorcycle brand in continuous
production"manufacturedinfactoriesinChennai in India. Licensed fromRoyal
Enfield by the indigenousIndian Madras Motors, it is now a subsidiary ofeither
Motors Limited anIndianauto maker. The company makes theRoyal Enfield

4
Bullet, andothersingle-cylinder motorcycles. First produced in 1901, Royal
Enfield is the oldest motorcycle brand in the world still in production, with the
Bullet model enjoying the longest motorcycle production run of all time.

Objectives of the study

❖ To gather information about Consumer satisfaction toward Royal

Enfield Bikes in the geographic region of Shivamogga (KAR).

❖ To know the customer satisfaction towards the after sales service

offers by Royal Enfield Company.

❖ To assess the needs, requirements and expectations of the customer in

order to assess their current satisfaction levels.

❖ To study perception and buying behavior of customers towards Royal

Enfield in India

❖ To provide suggestions, in improving the customer satisfaction and the

company sales and profitability

Need of the study

❖ Increase market share requires an understanding of customer and their

satisfaction towards the product. Customer satisfaction survey of Royal Enfield
leads to examine the efficient factor to excel in the market.

❖ The best way to establish revenue goals and sales quotas for products,
territories or stores/branches is to base them on the true customer satisfaction
within the area with a realistic picture of customer satisfaction, you can focus
resources intelligently, maintaining a presence where you’re strong and
investing heavily where opportunity is greatest.

❖ These days it is very clear that market is having drastic changes and all
the companies are acting according to it because to survive in the market and
this

5
should be achieved by studying about the customer options and analyzing their
future requirements.

Scope of the 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 has
been conducted in Shivamogga. 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

Limitations of the study

However we tried our best in collecting the relevant information for our
research report, yet there are always some problems faced by the researcher.
The prime difficulties which we faced in collection of information are discussed
below:

❖ The time period for carrying out the research was short as a result of
which many facts have been left unexplored.

❖ Lack of time and other resources as it was not possible to conduct

survey at large level.

❖ Only 100 respondents have been chosen which is a small number, to

represent whole of the population

❖ The study was constrained only to Shivamogga city. A more intensive

study would be necessary to arrive at exact conclusion.

6
CHAPTER II

COMPANY

PROFILE

7
The Enfield Cycle Company Limited

Former type Public Listed Company

Industry Motorcycles, bicycles, lawnmowers, cars

Successor Royal Enfield (India)

Founded 1901

Founder Albert Eadie and Robert Walker Smith

Defunct 1971

Headquarters Red ditch, Worcestershire

Key people Albert Eadie

Robert Walker Smith
Frank Walker Smith
Products Royal Enfield Clipper, Crusader,
Bullet, Interceptor, WD/RE, Super Meteor

Website www.Royal Enfield.com

8
Royal Enfield was a brand name under which The Enfield Cycle
CompanyLimited of Redditch, Worcestershiresold motorcycles, bicycles, lawn
mowers and stationary engines which they had manufactured. Enfield Cycle
Company also used the brand name Enfield without Royal.

The first Royal Enfield motorcycle was built in 1901. The Enfield Cycle
Company is responsible for the design and original production of the Royal
Enfield Bullet, the longest-lived motorcycle design in history.

Enfield's remaining motorcycle business became part of Norton Villiers in 1967

and that business closed in 1978. A former subsidiary continues to manufacture
Royal Enfield motorcycles in India.

History

George Townsend set up a business in 1851 in Red ditch making sewing

needles. In 1882 his son, also named George, started making components for
cycle manufacturers including saddles and forks. By 1886 complete bicycles
were being sold under the names Townsend and Ecossaise. This business
suffered a financial collapse in 1891. Albert Eadie, sales manager of
Birmingham’s Perry & Co Ltd, pen makers who had begun to supply
components for cycles, and Robert Walker Smith, an engineer from D.
Rudge&Co, were chosen by Townsend's bankers to run the business. Then, in
1892, the firm was re-incorporated and named Eadie Manufacturing Company
Limited; it was based in Snow Hill, Birmingham. Later, in 1907, after serious
losses from their newly floated Enfield Auto car business, Eddie Manufacturing
and its pedal-cycle component business was absorbed by BSA. Years later, the
BSA chairman was to tell shareholders that the acquisition had "done wonders
for the cycle department". Eadie still retained a separate identity when Raleigh
bought BSA's cycle interests in 1957.

Enfield

9
Share of "The New Enfield Cycle Company", issued 11. January 1897

Eadie had won contracts to supply precision parts for fire arms to the
government's long-established Royal Small Arms Factory at Enfield,
Middlesex, now the London Borough of Enfield with its offshoot in Sparkbrook
and had assumed the brand name Royal Enfield . In 1896 they also incorporated
a new subsidiary company, The New Enfield Cycle Company Limited, to
handle much of the cycle work and in 1897 Enfield making complete cycles as
well parts for other assemblers took all the cycle assembly work from Eadie.

Enfield diversified into motor cycles, 1901 and motor cars, 1902. The motor
department was put into a separate subsidiary, Enfield Autocar Company
Limited incorporated in 1906 and established in new works at Hunt End,
Red ditch. However Enfield Autocar after just 19 months reported a substantial
loss and, aside from Eadie himself, shareholders were unwilling to provide more
capital so in early 1907 Eadie sold his control of Eadie Manufacturing to BSA.
Albert Eadie and Robert Walker Smith had been appointed directors of BSA
before the proposed sale has been put to shareholders. The new combined BSA
and Eadie business manufactured "military and sporting rifles, (pedal) cycle and

10
cycle components, motor-cars etc." "BSA and Eddie cycle specialties". But
there were still minority Eadie shareholders alongside BSA in 1957.

The business of Enfield Autocar, that is to say the plant and stock, was sold to
Birmingham's alldays& Onions Pneumatic Engineering. Enfield Cycle
Company took over the Hunt End premises.

In 1955, Enfield Cycle Company partnered with Madras Motors in India in

forming Enfield of India, based in Chennai, and started assembling the 350cc
Royal Enfield Bullet motorcycle in Madras. The first machines were assembled
from components imported from England. Starting in 1957, Enfield of India
acquired the machines necessary to build components in India, and by 1962 all
components were made in India.

Frank Walker Smith (1888-1962), eldest son of Robert Walker Smith, joined
Enfield Cycle Company in 1909. Appointed joint (with his father) managing
director in 1914 he took over the full responsibility when his father died in
1933. After his death Enfield was bought by investors E & H P Smith who sold
Enfield for £82,500 to Norton Villiers in 1967. While Norton Villiers acquired
33 per cent of Enfield India the assets of Enfield's diesel engine division and
pedal cycle and spares divisions were not picked up.

Royal Enfield produced bicycles at its Red ditch factory until it closed in early
1967. The company's last new bicycle was the 'Revelation' small wheeler,
released in 1965. Production of motorcycles ceased in 1970 and the original Red
ditch, Worcestershire-based Company was dissolved in 1971.

Enfield of India continued producing the 'Bullet', and began branding its
motorcycles 'Royal Enfield' in 1999. A lawsuit over the use of 'Royal', brought
by trademark owner David Holder, was judged in favor of Enfield of India, who
now produces motorcycles under the Royal Enfield name.

Products

11
 Royal Enfield Quadricycle

By 1899, Royal Enfield were

producing a quadricycle – a
bicycle modified by adding a
wrap-around four-wheeled frame, retaining a rear rider-saddle with handlebars –
having a front-mounted passenger seat, driven by a rear-mounted De
Dion engine.

After experimenting with a heavy bicycle frame fitted with

a Minerva engine clamped to the front down tube, Enfield built their
first motorcycle in 1901 with a 239 cc engine.

1907 Enfield 15

Alight car was introduced in

1903 powered by either a
French Ader V-twin or De
Dion single cylinder engine.
In 1906 car production was
transferred to a new
company,
the Enfield Autocar Co Ltd with premises in Hunt End, Redditch. The
independent company only lasted until 1908 when it was purchased by alldays&
Onions.

In 1907, Enfield merged with thealldays& Onions Pneumatic Engineering Co.

of Birmingham, and began manufacturing the Enfield-Allday automobile.

By 1910, Royal Enfield was using 344 cc Swiss Motoscorcher V-Twin engines,
or large-displacement JAP and Vickers-Wolsey engines.
12
 1913 Enfield 425cc

In 1912, the Royal

Enfield Model 180
sidecar combination was
introduced with a 770 cc
V-twin JAP engine which
was raced successfully in
the Isle of Man TT and
at Brooklands.

First World War (1911–1921)

In 1914 Enfield supplied large numbers of motorcycles to the British War

Department and also won a motorcycle contract for the Imperial Russian
Government. Enfield used its own 225 cc two-stroke single and 425 cc V-
twin engines. They also produced an 8 hp motorcycle sidecar model fitted with
a Vickers machine gun.

Inter-war years (1921–1939)

1923 Royal Enfield 225c

In 1921, Enfield developed a

new 976 cc twin, and in 1924
launched the first Enfield four-
stroke 350 cc single using a
Prestwich Industries engine. In
1928, Royal Enfield began using
13
the bulbous 'saddle' tanks and centre-spring girder front forks, one of the first
companies to do so. Even though it was trading at a loss in the depression years
of the 1930s, the company was able to rely on reserves to keep going. In 1931,
Albert Eddie, one of the founders of the company, died and his partner R.W.
Smith died soon afterwards in 1933.

Second World War (1939–194

Royal Enfield 250 cc, type 11

During World War II, The

Enfield Cycle Company was called
upon by the British authorities to
develop and manufacture military
motorcycles. The models produced
for the military were the WD/C
350 cc side valve, 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’s was the [designed
to be dropped by parachute with airborne troops.

In order to establish a facility not vulnerable to the wartime bombing of the

Midlands, an underground factory was set up, starting in 1942, in a disused
"Bath Stone" quarry at Westwood, near Bradford-on-Avon, Wiltshire. Many
staff was transferred from Redditch and an estate of "prefabs" was built in
Westwood to house them.

As well as motorcycle manufacture, it built other equipment for the war effort
such as mechanical "predictors" for anti-aircraft gunnery: the manufacture of
such high precision equipment was helped by the constant temperature
underground. After the war the factory continued, concentrating on engine
manufacture and high precision machining. After production of Royal Enfield
motorcycles ceased,
14
the precision engineering activities continued until the final demise of the
company.

Post Model G and Model J and ex-military C and CO(1946-1954)

Postwar, Royal Enfield resumed production of the single cylinder ohv

350cc model G and 500cc Model J, with rigid rear frame and telescopic front
forks. These were ride-to-work basic models, in a world hungry for transport. A
large number of factory reconditioned ex-military sv Model C and ohv Model
CO singles were also offered for sale, as they were sold off as surplus by
various military services.

Royal Enfield in Madrid, Spain

In 1948, a groundbreaking development in the form of rear suspension

springing was developed, initially for competition model "trials" models
(modern endure type machines), but this was soon offered on the roadgoing
Model Bullet 350cc, a single cylinder OHV. This was a very popular seller,
offering a comfortable ride. A 500cc version appeared shortly after. A mid
1950s version of the Bullet manufacturing rights and jigs, dies and tools was
sold to India for manufacture there, and where developed versions continue to
this day.

500 Twins, Meteors, Super Meteors and Constellation 1949-1963

In 1949, Royal Enfield’s version of the now popular selling parallel twins
appeared. This 500cc version was the forerunner of a range of Royal Enfield
Meteors, 700cc Super Meteors and 700cc Constellations. Offering good
performance at modest cost, these sold widely, if somewhat quietly in
15
reputation.

16
The 700cc Royal Enfield Constellation Twin has been described as the first
Superbike.

250 cc models

Royal Enfield Crusader

The 250cc class was

important in the UK as it was
the largest engine which a
'learner' could ride without
passing a test. In the late
1950s and early 1960s, Royal
Enfield produced a number of 250 cc machines, including a racer, the 'GP' and a
Scrambler, the 'Moto-X', which used a modified Crusader frame, leading link
forks and a Villiers Starmaker engine. The Clipper was a base-model toured
with the biggest-seller being the Crusader, a 248 cc pushrod OHV single
producing 18 bhp (13 kW).

In 1965, a 21 bhp (16 kW) variant called the Continental GT, with red GRP
tank, five-speed gearbox (which was also an option on the Crusader), clip-on
handlebars, rear set footrests, swept pipe and hump-backed seat was launched. It
sold well with its race-styling including a fly-screen resembling a race number
plate which doubled as a front number plate mount.

17
 RE Turbo Twin

The Avon 'Speedflow' full

sports fairing was available as an
extra in complementary factory
colors of red and white.

Other variants were the

Olympic and 250 Super 5, notable
for use of leading-link front
suspension (all the other 250 road
models had conventional telescopic forks) and the 250 'Turbo Twin', fitted with
the Villiers 247 cc twin cylinder two-stroke engine.

The Royal Enfield GP production-volume racer was first raced in the

Manx Grand Prix in September, 1964. Developed in conjunction with Royal
Enfield Racing Manager Duke the first public appearance was at Earls Court
Show in November, 1964. Using a duplex-tube frame, leading link forks and
one-piece tank and seat unit, the 250cc two-stroke single engine was similar to
other small capacity race machines offered from rivals Grieves, Cotton, DMW
and particularly Villiers, which provided the engines for these marques and
many other manufacturers and bike-builders including the 'Starmaker'
competition engine used for the Scorpion racer and Sprite scrambler.

Royal Enfield Interceptor

Royal Enfield Interceptor motorcycle

18
 During the onslaught of the Japanese motorcycle manufacturers in the
late sixties and early seventies, the English factories made a final attempt with
the 692cc Interceptor in 1960 –1961followed in 1962–1968 by the 736cc Series
I and Series II Interceptors. Made largely for the US market, it sported lots of
chrome and strong performance, completing the quarter mile in less than 13
seconds at speeds well above 175 km/h (105 mph). It became very popular in
the US, but the classic mistake of not being able to supply this demand added to
the demise of this last English-made Royal Enfield.

The Redditch factory ceased production in 1967 and the Bradford-on-Avon

factory closed in 1970, which meant the end of the British Royal Enfield. After
the factory closed a little over two hundred Series II Interceptor engines were
stranded at the dock in 1970. These engines had been on their way to Floyd
Clymer in the US; but Clymer had just died and his export agents, Mitchell's of
Birmingham, were left to dispose of the engines. They approached the Rickman
brothers for a frame. The main problem of the Rickman brothers had always
been engine supplies, so a limited run of Rickman Interceptors were promptly
built.

As far as the motorcycle brand goes, though, it would appear that Royal Enfield
is the only motorcycle brand to span three centuries, and still going, with
continuous production. A few of the original Redditch factory buildings remain
(2009) and are part of the Enfield Industrial Estate

Enfield Indians

From 1955 to 1959, Royal Enfield’s were painted red, and marketed in
the USA as Indian Motorcycles by the Brockhouse Corporation, who had
control of the Indian Sales Corporation (and therefore Indian Motorcycles) and
had stopped manufacturing all American Indians in the Springfield factory in
1953. But Americans were not impressed by the badge engineering and the
marketing agreement ended in 1960 and from 1961, Royal Enfield’s were
19
available in the

20
US under their own name. The largest Enfield 'Indian' was a 700 cc twin named
the Chief, like its American predecessors.

Enfield India(since 1949)

Enfield India 350cc- Madras

Royal Enfield motorcycles had

been sold in India since 1949. In
1955, the Indian government looked
for a suitable motorcycle for its police
and army, for use patrolling the
country's
border. The Bullet was chosen as the most suitable bike for the job. The Indian
government ordered 800 350-cc model Bullets, an enormous order for the time.
In 1955, the Redditchcompany joined Madras Motors in India in forming
"Enfield India" to assemble, under license, the 350 cc Royal Enfield Bullet
motorcycle in Madras (now called Chennai). Under Indian law, Madras Motors
owned the majority (over 50%) of shares in the company. In 1957 tooling
equipment was sold to Enfield India so that they could manufacture
components.

Enfield of India continued producing the 'Bullet' long after the UK factory's
bankruptcy, and changed its branding to 'Royal Enfield' in 1999. The 'Royal
Enfield' name and rights had been purchased by Matt Holder of AMERCO Jigs
and Tools, at the bankruptcy sale in 1967. The business passed on to his son,
David Holder, of the Velocity Motorcycle Company of Birmingham, UK. The
Holder family has produced spares for Royal Enfield motorcycles continuously
–
from 1967 through to the present but did not trade under the Royal Enfield
name. While David Holder objected to the use of 'Royal Enfield' by Enfield of
India, a UK court ruled in favor of the Indian company, who has now assumed

21
the trademark, and produce motorcycles as Royal Enfield.

22
 Royal Enfield India manufactures and sells in India, and also exports to
Europe as well as the Americas, South Africa and Australia. They recently
entered the Indonesian market. Recently Royal Enfield has undergone a major
retooling particularly in the engine department going from carburated cast-iron
engines to twin spark unit construction engines on all its models, with
Electronic Fuel Injection (EFI) available on their flagship 500 cc model. The
major redesign has sparked such a demand for the bikes that Royal Enfield have
started double shifts at their plants.

In August 2015, Royal Enfield Motors announced it is establishing its

North American headquarters and a dealership in Milwaukee, Wisconsin, with
the intention to offer three bikes, the Bullet500, Classic 500 and Continental GT
535 Cafe Racer as they feel this engine size represents an underserved market.
The dealership will be Royal Enfield's first company-owned store in the U.S.,
according to Rod Copes, president of Royal Enfield North America. The
company wants to establish about 100 dealerships in American cities starting
with Milwaukee.

Royal Enfield Classic 500 in Belgium

"I live here, so I am biased. But in my mind, Milwaukee is kind of the center of
motorcycling in the United States," said Copes, a former Harley-Davidson
executive. "We view this as kind of our first flagship dealership," he added.

23
Royal Enfield unveiled a 650 cc twin-cylinder engine at their Technology
Centre, Harris Performance Products, in Leicestershire, England, in November
2017 to power a new generation of Royal Enfield motorcycles. It was
showcased at the Milan Motorcycle Show on 7 November 2017 in Italy, where
two motorcycles based on the engine; the Interceptor 650 and Continental GT
650 were revealed. Both models were introduced to the US market in November
2018 to positive reviews. The Interceptor is marketed as the INT650 in the
United States where Honda has a trademark on the Interceptor name. During the
years 2020–2021, the 650cc twins were the best-selling motorcycles in Great
Britain.

The Royal Enfield Continental GT is a Neo-retro Café Racer .The first model to
use the name, the Continental GT 250, was produced by the original Royal
Enfield in the 1960s UK. The name was revived by the Indian manufacturer in
the 2010s with the Continental GT 535 (now discontinued) and Continental GT
650.

24
Royal Enfield Hunter 350

The Royal Enfield Hunter 350 is a roadster motorcycle launched by Royal

Enfield (India) in August 2022 in India. It is powered by 349cc BS6 engine that
produces
20.2 bhp and 27 Nm of torque. TheHunter 350is the most affordable motorcycle
under the new J-platform, and the second least expensive bike after Royal
Enfield Bullet 350. The motorcycle features a retro-style single-piece seat, a
classic round headlamp, a flat handlebar and a sculpted fuel tank. Within a
month of launch Hunter 350 becomes the second highest selling Royal Enfield
motorcycle.

Royal Enfield Hunter 350 is available in 2 variants: Metro, Retro

The Hunter 350 Metro has a more modern, sporty look with a sleek teardrop
tank, round headlight, and blacked-out engine. The Retro has a classic, vintage
look with a square tank, round headlight, and chrome engine. The Retro also has
a higher seat height and different handlebars. Performance-wise, both bikes
feature a single-cylinder 346cc engine with 19.8 bhp and 28 Nm of torque.

25
Himalayan

26
The Royal Enfield Himalayan' is an adventure touring motorcycle manufactured
by Royal Enfield. It was revealed in February 2015 and launched in early 2016.
Pierre Terblanche led the design team during Himalayan's development. A
variant of it The SCRAM 411 is also in production .It is specially designed for
use on Adventure trails.

2020 Meteor 350

Main article: Royal Enfield Meteor

27
Royal Enfield launched a new lineup of cruiser motorcycles on 6 November
2020 named Meteor. It replaced the Thunderbird 350 and 350X series which
were discontinued earlier that year. It uses a 349 cc single cylinder engine
featuring a single overhead camshaft system (SOHC), and a completely new
engine with fewer moving parts than the 346 cc of the Classic 350. It is the first
Royal Enfield to offer the Tripper navigation system.

CHAPTER-III

28
 METHODOLOGY

RESEARCH DESIGH

The researcher especially that to carry out research properly?

* How would the data be collected?

* Which instruction of data collection is used?

* What sampling plan is used?

METHOD OF DATA COLLECTION

After identifying and designing the research problem determining the specific
information is required to solve the problem

Data or information for the research can be collected through primary data and
secondary data
PRIMARY DATA

The primary data for the report is collected through survey method proper
questionnaires

SECONDARY DATA
The secondary data for the survey is collected for internet, printed booklets etc

SAMPLING PLAN

* What sampling unit should be studied?

* What should be sample size?
* What sampling procedure should be used?
*What contact method should be used?

SAMPLING UNIT

The sampling unit of existing royal Enfield customers

SAMPLE SIZE
29
 The sample size taken from the survey is 150 respondents were considered

TOOLS FOR ANALYSIS

The contact method used in the survey was the percentage analysis method

FIELD WORK

The survey was conducted in theni district with special reference to the Royal
Enfield

CHAPTER SCHEME
The present study titled “A STUDY ON CUSTOMER SATISFACTION
TOWARDSROYAL ENFILED IN CUMBUM TOWN” is coordinated with
five chapters

.* The first chapter titled “INTRODUCTION’’,

* The second chapter “PROFILE OF THE ROYAL ENFIELD

* Third chapter METHODOLOGY

*The penultimate chapter is “DATA ANALYSIS AND

INTERPRETATION’’,

* The fifth chapter is” FINDING & SUGGESTION AND CONCLUSION

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

30
 AGE Table 1

Source: Primary data

Chart 1

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Below 20 years 25 16.67%
2 Between 20-30 years 80 53.33%
3 Above 30 years 45 30%
TOTAL 150 100%

Age
90
80
70
60
50
40 80
30
20 45

10 25

0
Below 20 years Between 20-30 years Above 30 years

Interpretation:

 16.67% of respondents Below 20 years

 53.33% of respondents Between 20-30 years
 30% of respondents Above 30years

Table 2

GENDER

S.NO PARTICULAR RESPONDENTS PERCENTAGE

31
 1 Male 120 80%
2 Female 30 20%
TOTAL 150 100%
Source: Primary data

Chart 2

Gender
140

120

100

80

60 120

40

20 30

0
MALE FEMALE

Interpretation:

 80% of respondents have Male

 20% of respondents have Female

Table 3

EDUCATIONAL QUALIFICATION

32
 S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 SSLC 25 16.67%
2 Graduate 45 30%
3 Post Graduate 80 53.33%
TOTAL 150 100%
Source: Primary Data

Chart 3

Educational qualification
90
80
70
60
50
40 80
30
20 45
10 25
0
SSLC Graduate Post Graduate

Interpretation:

 16.67% of respondents have SSLC

 30% of respondents have Graduate
 53.33% of respondents have Post Graduate

Table 4

OCCUPAION

33
34
 S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 Professional 35 23.33%
2 Business man 45 30%
3 Gotv.Employee 15 10%
4 Student 55 36.67%
TOTAL 150 100%
Source: Primary Data

Chart 4

Occupation
60

50

40

30
50
20 40
35
25
10

0
Less than 10000 10000-15000 15000-20000 Above 20000

Interpretation:

 23.33% of respondents have professional

 30% of respondents have Business man
 10% of respondents have Gov. Employee
 36.67% of respondents have Student

Table 5

MONTHLY INCOME

35
S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 Less than 10000 50 33.33%
2 10000-15000 40 26.67%
3 15000-20000 35 23.33%
4 Above 20000 25 16.67%
TOTAL 150 100%

Source: Primary Data

Chart 5

Monthly income
60

50

40

30
50
20 40
35
25
10

0
Less than 10000 10000-15000 15000-20000 Above 20000

Interpretation:

 33.33% of respondents have Less than 10000 monthly income

 26.67% of respondents have 10000-15000 monthly income
 23.33% of respondents have 15000-20000 monthly income
 16.67% of respondents have Above 20000 monthly income

Table6

Do you own any two wheelerscurrently

36
S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 Yes 70 46%
2 No 80 54%
TOTAL 150 100%
Source: Primary Data

Chart 6

Do you own any two wheeler

currently
82
80
78
76
74
72 80
70
68
70
66
64
Yes No

Interpretation:

 46% of respondents are using two wheeler

 54% of respondents are not using two wheeler

Table 7

FOR WHAT PURPOSE YOU USE YOUR BIKE

37
S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 College 25 16.67%
2 Style 50 33.33%
3 Office 40 26.67%
4 Others 35 23.33%
TOTAL 150 100%

Source: Primary Data

Chart 7

For what purpose you use your bike

60

50

40

30
50
20 40
35
25
10

0
College Style Office Others

Interpretation:

 16.67% of respondents are using college

 33.37% of respondents are using style
 26.67% of respondents are using office
 23.37% of respondents are using others

Table 8

WHICH ONE YOU THINK BETTER

38
 S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 Royal Enfield 35 23.33%
2 TVS 45 30%
3 Suzuki 15 10%
4 Honda 55 36.67%
TOTAL 150 100%
Source: Primary Data

Chart 8

Which one you think better

60

50

40

30
55
45
20
35
10
15
0
Royal Enfield TVS Suzuki Honda

Interpretation:

 23.33% of respondents are using Royal Enfield

 30% of respondents are using TVS
 10% of respondents are using Suzuki
 36.67% of respondents are using Honda

Table 9

39
 WHICH PLACE DID YOU PREFER TO PURCHASE YOUR ROYAL
ENFIELD BIKE

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Showroom 20 57.15%
2 Direct second hand 10 28.58%
3 Used vehicles 5 14.27%
dealership
TOTAL 35 100%
Source: Primary Data

Chart 9

Which place did you prefer to

purchase your Royal Enfield
25 bike
20

15

10 20

5 10
5
0
Showroom Direct second hand Used vehicles dealership

Interpretation:

 57.15% of respondents are prefer Showroom

 28.58% of respondents are prefer Direct second hand
 14.27% of respondents are prefer used vehicles dealership

Table 10
40
 IF YES WHICH MODEL DO YOU PREFER

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Thunderbird 5 14.28%
2 Classic 17 48.58%
3 Bullet 10 28.57%
4 Other model 3 8.57%
TOTAL 35 100%
Source: Primary Data

Chart 10

If yes which model do you prefer

18
16
14
12
10
17
8
6
10
4
5
2 3
0
Thunderbird Classic Bullet Other model

Interpretation:

 14.28% of respondents prefer Thunderbird

 48.48% of respondents prefer Classic
 28.57% of respondents prefer Bullet
 8.57% of respondents prefer Other model

Table 11

41
 HOW DO YOU COME TO KNOW ABOUT ROYAL ENFIELD
COMPANY

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Advertisement 7 20%
2 Friends & relatives 15 42.86%
3 Newspaper 5 14.28%
4 Poster & stickers 8 22.86%
TOTAL 35 100%
Source: Primary Data

Chart 11

How do you come to know about

Royal Enfiled Company
16
14
12
10
8 15
6
4 7 8
5
2
0
Advertisement Friends & relatives Newspaper Poster & stickers

Interpretation:

 20% of respondents know Advertisement

 42.86% of respondents know Friends & relatives
 14.28% of respondents know Newspaper
 22.86% of respondents know Poster & stickers

Table 12

42
 FROM PAST HOW MANY YEARS KNOW ABOUT ROYAL
ENFIELD COMPANY
S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 One year 5 14%
2 Two years 7 20%
3 Three years 8 23%
4 Above three years 15 43%
TOTAL 35 100%
Source: Primary Data

Chart 12

From past how many years did you

know about Royal Enfiled Company
16
14
12
10
8 15
6
4 7 8
5
2
0
One year Two years Three years Above three years

Interpretation:

 14% of respondents know One years

 20% of respondents know Two years
 23% of respondents know Three years
 43% of respondents know About three years

Table 13

WHICH FACTORY MADE YOU TO BUY ROYAL ENFIELD BIKE

43
 S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 Brand image 14 40%
2 Durability 6 17%
3 Fuel efficiency 7 20%
4 Low maintenance 8 23%
TOTAL 35 100%
Source: Primary Data

Chart 13

Which factory made you to buy

Royal
16 Eniled Bike
14
12
10
8
14
6
4 7 8
6
2
0
Brand image Durability Fuel efficiency Low maintenance

Interpretation:

 40%of respondents made Brand image

 17% of respondents made Durability
 20% of respondents made Fuel efficiency
 23% of respondents made Low maintenance

Table 14
WHAT IS YOUR OPINION ABOUT ROYAL ENFIELD
BIKE?
44
 S.NO PARTICULAR RESPONDENT PERCENTAGE
1 Worth 17 48.58%
2 Reasonable 5 14.28%
3 Low 3 8.57%
4 High 10 28.57%
TOTAL 35 100%
Source: Primary Data

Chart 14

What is your opinion about price of

Royal Enfiled Bike
18
16
14
12
10
17
8
6
10
4
5
2 3
0
Worth Reasonable Low High

Interpretation:

 48.58% of respondents opinion about Worth

 14.28% of respondents opinion about Reasonable
 8.57%of respondents opinion about Low
 28.57% of respondents opinion about High

Table 15

ANY MAJOR PROBLEMS AFTER BUYING ROYAL ENFIELD BIKE

45
 S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 No problem 8 23%
2 Low mileage 7 20%
3 High maintenance 14 40%
4 Noisy vehicle 6 17%
TOTAL 35 100%
Source: Primary Data

Chart 15

Any major problems after buying

Royal Enfield Bike
16
14
12
10
8
14
6
4 8 7 6
2
0
No problem Low mileage High maintenance Noisy vehicle

Interpretation:

 23% of respondents have No problem

 20% of respondents have Low mileage
 40% of respondents have High maintenance
 17% of respondents have Noisy vehicle

Table 16

46
 WHAT DO YOU THINK ABOUT ROYAL ENFIELD BIKE’S ROAD
GRIP

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Excellent 11 31%
2 Good 9 26%
3 Adequate 8 23%
4 Worst 7 20%
TOTAL 35 100%
Source: Primary Data

Chart 16

What do you think about Royal

Enfield Bike’s Road grip
12

10

6 11
9
4 8 7
2

0
Excellent Good Adequate Worst

Interpretation:

 31% of respondents think Excellent

 26% of respondents think Good
 23% of respondents think Adequate
 20%of respondents think Worst

Table 17

47
 ARE YOU SATISFIED WITH THE BIKES MILEAGE

S.NO PARTCULAR RESPONDENTS PERCENTAGE

1 Yes 18 52%
2 No 17 48%
TOTAL 35 100%
Source: Primary Data

Chart 17

Are you satisfied with the bikes

mileage
18.2
18
17.8
17.6
17.4
17.2 18
17
16.8
17
16.6
16.4
Yes No

Interpretation:

 52% of respondents satisfied with the bike mileage

 48% of respondents satisfied with the bike mileage

Table 18

48
WHAT DO YOU THINK MAJOR BARRIER FOR NOT PURCHASING
ROYAL ENFIELD BIKE BY NON-BULLET RIDERS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 High maintenance 6 17%
2 Poor after sales 15 43%
service
3 High price 8 23%
4 Low mileage 6 17%
TOTAL 35 100%
Source: Primary Data

Chart 18

Purchasing Royal Enfield

bikes
16 by non-bullet riders
14
12
10
8 15
6
4 8
6 6
2
0
High maintenance Poor after sales High price Low mileage
service

Interpretation:

 17% of respondents have High maintenance

 15% of respondents have Poor after sales service
 23% of respondents have High price
 17% of respondents have Low mileage

Table 19

49
 WHAT DO YOU THINK ABOUT ROYAL ENFIELD BIKE’S PICKUP

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Excellent 13 37%
2 Good 10 29%
3 Satisfactory 5 14%
4 Worth 7 20%
TOTAL 35 100%
Source: Primary Data

Chart 19

What do you think about Royal

Enfield Bike’s pickup
14
12
10
8
13
6
10
4 7
5
2
0
Excellent Good Satisfactory Worth

Interpretation:

 37% of respondents about Excellent pickup

 29% of respondents about Good pickup
 14% of respondents about Satisfactory pickup
 20% f respondents about Worth pickup

Table20

50
 HOW ABOUT AVAILABILITY OF SPARE PARTS

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Readily available 16 46%
2 Don’t have good 19 54%
supply
TOTAL 35 100%
Source: Primary Data

Chart 20

How about availability of spare parts

19.5
19
18.5
18
17.5
17
19
16.5
16
15.5
16
15
14.5
Readily available Don’t have good supply

Interpretation:

 46% of respondents have spars Readily available

 54% of respondents Don’t have good supply

Chapter-V

51
FINDINGS

 53.33% of respondents Between 20-30 years

 80% of respondents have Male
 53.33% of respondents have Post Graduate
 36.67% of respondents have Student
 33.33% of respondents have Less than 10000 monthly income
 100% of respondents are using two wheeler
 33.37% of respondents are using style
 36.67% of respondents are using Honda
 57.15% of respondents are prefer Showroom
 48.48% of respondents prefer Classic
 42.86% of respondents know Friends & relatives
 43% of respondents know About three years
 40%of respondents made Brand image
 48.58% of respondents opinion about Worth
 40% of respondents have High maintenance
 31% of respondents think Excellent
 52% of respondents satisfied with the bike mileage
 23% of respondents have High price
 37% of respondents about Excellent pickup
 54% of respondents Don’t have good supply

SUGGESTIONS

52
 16.67% of respondents Below 20 years
 20% of respondents have Female
 16.67% of respondents have SSLC
 10% of respondents have Gov. Employee
 16.67% of respondents have Above 20000 monthly income
 16.67% of respondents are using college
 10% of respondents are using Suzuki
 14.27% of respondents are prefer used vehicles dealership
 8.57% of respondents prefer Other model
 14.28% of respondents know Newspaper
 14% of respondents know One years
 17% of respondents made Durability
 8.57%of respondents opinion about Low
 17% of respondents have Noisy vehicle
 20%of respondents think Worst
 48% of respondents satisfied with the bike mileage
 15% of respondents have Poor after sales service
 14% of respondents about Satisfactory pickup
 46% of respondents have spars Readily available

53
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 customertowardsdealer. We can conclude younger generation and
middle age are more interested in Royal Enfield, the buying behavior is
governed predominantly bythe need for Power and respect for the iconic Brand
and users are mostlyProfessional Males, 20-35 years of age, includingsome
students. Most of thecustomers are attracted to newly released Classic350/500,
also customers areeasily affording the price of Royal Enfield bikes
andcustomers are very loyal towards the brand Royal Enfield. Royal Enfield
shouldconcentrate on its advertising campaign to reachthe customers, mileage
of the RoyalEnfield bikes is very economical and mostof them prefer to buy
their bike brand newfrom showroom with the spare partsavailable in market
easily. Royal Enfield has anexcellent satisfaction level within the customer for
its power, pick up, comfort, safety andwith after sales service. It is clear that
Royal Enfield checks at the complaintsregistered by their customers on regular
basis to maintain its brand value and entire RoyalEnfieldowner are passionate
Royal Enfield fans.

QUESTIONNAIRE

54
1. Name:

2. Age:

a) Below 20 years b) between 20-30 years c) Above 30 years

3. Gender

a) Male b) Female

4. Educational qualification

a) SSLC b) Graduate c) Post Graduate

5. Occupation

A) Professional b) Business man c) Gotv.Employee d)Student

6. Monthly income

A) Less than 10000 b)10000-15000 c)15000-20000 d)Above 20000

7. Do you own any two wheelers currently?

a)Yes b)No

8.)For what purpose you use your bike?

a)College b)Style c)Office d)Others

9. Which one you think better?

a)Royal Enfield b)TVS c)Suzuki d)Honda

10. Which place did you prefer to purchase your Royal Enfield bike?

a) Showroom b)Direct second hand c)Used vehicles dealership

11. If yes which model do you prefer?

a) Thunderbird b)Classic c)Bullet d)Other model

12. How do you come to know about Royal Enfield Company?

a)Advertisement b)Friends & relatives c) Newspaper d)Posters/Stickers

55
13. From past how many years did you know about Royal Enfield Company?

a) One year b)Two years c)Three years d) Above three years

14. Which factory made you to buy Royal Enfield Bike?

a) Brand image b)Durability c)Fuel efficiency d)Low maintenance

15. What is your opinion about price of Royal Enfield Bike?

a) Worth b)Reasonable c)Low d)High

16. Any major problems after buying Royal Enfield Bike?

a) No problem b)Low mileage c)High maintenance d)Noisy vehicle

17. What do you think about Royal Enfield Bike’s Road grip?

a)Excellent b)Good c)Adequate d)Worst

18. Are you satisfied with the bikes mileage?

a) Yes b)No

19. What do you think major barrier for not purchasing Royal Enfield bikes
by non-bullet riders?

a) High maintenance b)Poor after sales services c) High price

d)Low mileage

20. What do you think about Royal Enfield Bike’s pickup?

a)Excellent b)Good c)Satisfactory d)Worth

21. How about availability of spare parts?

a) Readily available b) Don’t have good supply

22. Any suggestion to company for providing better service to customers

56