JITHIN

“A STUDY ON PRODUCT ATTRIBUTES AND
CUSTOMER PREFERENCE FOR ROYAL

ENFIELD BIKES AT ABC MOTORS
PERINTHALMANNA”
A PROJECT REPORT
Submitted by
JITHIN RAJ V
Reg. No: 721919631026
In partial fulfillment for the award of the degree

Of
MASTER OF BUSINESS ADMINISTRATION

In
Department of Management Studies
DHANALAKSHMI SRINIVASAN COLLEGE OF ENGINEERING
COIMBATORE-641105
ANNA UNIVERSITY: CHENNAI 600 025
APRIL 2021
BONAFIDE CERTIFICATE
Certified that this project report “A STUDY ON PRODUCT ATTRIBUTES AND CUSTOMER
PREFERENCE FOR ROYAL ENFIELD BIKES AT ABC MOTORS
PERINTHALMANNA” is the Bonafide work of JITHIN RAJ V (721919631026), who carried
out the project work under my supervision during the period January 2021 to April 2021. Certified
further that to the best of my knowledge the work reported here does not form part of any other
thesis or dissertation on the basis of which a degree or award was conferred on an earlier occasion
on this or any other candidate.
Mr. DR.PREETHAMSRIDAR Mrs. R.S. SWATHI

Dean Assistant Professor
Department of Management Studies Department of Management Studies

Dhanalakshmi Srinivasan College Dhanalakshmi Srinivasan College
of Engineering, Navakkarai of Engineering, Navakkarai
Coimbatore. Coimbatore.
Project Viva-Voce examination held on
---------------------- ----------------------
Internal Examiner External Examiner
DECLARATION
I affirm that the project report titled “A STUDY ON PRODUCT ATTRIBUTES AND
CUSTOMER PREFERENCE FOR ROYAL ENFIELD BIKES AT ABC MOTORS
PERINTHALMANNA” being submitted in partial fulfillment for the award of MBA is the original
work carried out by me. It has not formed the part of any other project work submitted for award of
any degree or diploma, either in this or any other University.
Place: JITHIN RAJV

Date: 721919631026
I certify that the declaration made above by the candidate is true.
Place: Mrs. R.S.SWATHI

Date: Assistant Professor.
ACKNOWLEDGEMENT
First of all I thank the Almighty for being with me always for giving me due courage, insight and
wisdom to take up and complete this project successfully, in time. I thank our Principal Dr. P.
MALATHI, Dhanalakshmi Srinivasan College of engineering, Coimbatore, for providing me with
all the required support for completing the project work.
I thank our Dean Academic Dr. K.BAGHIRATHI and Vice Principal Mr. G. SARANRAJ.,
Dhanalakshmi Srinivasan College of engineering, Coimbatore, for supported me with the valuable
insights into the completion of thisproject.
My sincere regards to our beloved Dean Dr. S.PREETHAM SRIDAR, Department of
Management Studies and my guide Mrs. R.S.SWATHI, Assistant Professor for all their guidance
and support.
I take great pleasure in thanking Mr. V.K.SSREENIVASAN General Manager of ABC Motors
Perinthalmanna for permitting me to do this project in this esteemed organization, and for kindly
permitted me to do this project and stretched his helping hands and constant support through each
stage development of this project. I express my sincere thanks to Mr. V.K.SREENIVASAN for
his guidance, approvals and all staff members for their invaluable help & whole hearted co-
operation extended to me during this project.
I extend my whole-hearted gratitude to all the faculty members of the Department of Management
studies for their valuable words and encouragement. Last but not the least I am grateful to my dear
parents, family members and my friends who had extended their maximum support and help to
complete this project successfully, in time.
Place: JITHIN RAJV

Date: Reg. No 721919631026
TABLE OF CONTENT
S.No CONTENT PAGE NO

CHAPTER 1 INTRODUCTION 1-14
1.1 Introduction to study 1
1.2 Statement of the Problem 2
1.3 Industry profile 2-9

1.4 Company profile 10-13
1.5 Scope of the study 14
1.6 Objectives of the study 14
CHAPTER 2 REVIEW OF LITERATURE 15-21
2.1 Conceptual Review 15-21
CHAPTER 3 RESEARCH METHODOLOGY 22-24
3.1 RESEARCH 22
3.2 RESEARCH DESIGN 22
3.4 Tools & techniques of data collection 23-24
3.5 Limitation of the study 24
CHAPTER 4 DATA ANALYSIS AND 25-67
INTERPRETATION
4.1 Simple percentage analysis 25-50
4.2 Chi-square 51-64
4.3 ANOVA 64
4.4 Mean Score Analysis 67
CHAPTER 5 FINDINGS, SUGGESTIONS & 70-73
CONCLUSION
5.1 Findings 70-71
5.2 Suggestions 72
5.3 Conclusions 73
Bibliography 74
Questionnaire 75-77
LIST OF TABLES
SL.NO TITLE PAGE

NO
4.1 Table showing classification according to gender 25
4.2 Table showing classification according to age of respondents 26
4.3 Table showing classification on the basis of income of the respondents 27
4.4 Table showing classification on the basis of education 28
4.5 Table showing classification on the basis of type of family 29
4.6 Table showing classification on the basis of occupation 30
4.7 Table showing classification on the basis of marital status 31
4.8 Table showing classification on basis of prestige 32
4.9 Table showing classification on customer preference on the basis of prestige. 33
4.10 Table showing classification on the basis of performance 34
4.11 Table showing classification on the basis of performance and satisfaction. 35
4.12 Table showing classification on the basis of mileage 36
4.13 Table showing classification on the basis of mileage and satisfaction 37
4.14 Table showing classification on the basis of engine power 38
4.15 Table showing classification on the basis of engine power and satisfaction 39
4.16 Table showing classification on the basis of price and satisfaction 40
4.17 Table showing classification on the basis of price and affordability 41
4.18 Table showing classification on the basis of price and affordability 42
4.19 Table showing classification on the basis of paying back to the value of 43
money
4.20 Table showing classification on the basis of after sales service 44
4.21 Table showing classification on the basis of satisfaction and after sales 45
service
4.22 Table showing classification on the basis of brand image and customer 46
influence
4.23 Table showing classification on the basis of brand image in the minds of 47
customers
4.24 Table showing classification on the basis of company act and customer 48
awareness of complains
4.25 Table showing classification on the basis of availability of spare parts 49
4.26 Table showing classification on the basis of improvements in product 50
attributes.
4.2.1 Table showing CHI-SQUARE TEST 51-52

4.3.1 Table showing ANOVA 64
4.4.1 Table showing CORRELATION 65
4.4.2 Table showing CORRELATION 66
4.5.1 Table 4.1.38 showing MEAN SCORE ANALYSIS 67
LIST OF CHARTS
SL.NO TITLE PAGE

NO
4.1 Chart showing classification according to gender 25
4.2 Chart showing classification according to age of respondents 26
4.3 Chart showing classification on the basis of income of the respondents 27
4.4 Chart showing classification on the basis of education 28
4.5 Chart showing classification on the basis of type of family 29
4.6 Chart showing classification on the basis of occupation 30
4.7 Chart showing classification on the basis of marital status 31
4.8 Chart showing classification on basis of prestige 32
4.9 Chart showing classification on customer preference on the basis of prestige. 33
4.10 Chart showing classification on the basis of performance 34
4.11 Chart showing classification on the basis of performance and satisfaction. 35
4.12 Chart showing classification on the basis of mileage 36
4.13 Chart showing classification on the basis of mileage and satisfaction 37
4.14 Chart showing classification on the basis of engine power 38
4.15 Chart showing classification on the basis of engine power and satisfaction 39
4.16 Chart showing classification on the basis of price and satisfaction 40
4.17 Chart showing classification on the basis of price and affordability 41
4.18 Chart showing classification on the basis of price and affordability 42
4.19 Chart showing classification on the basis of paying back to the value of 43
money
4.20 Chart showing classification on the basis of after sales service 44
4.21 Chart showing classification on the basis of satisfaction and after sales 45
service
4.22 Chart showing classification on the basis of brand image and customer 46
influence
4.23 Chart showing classification on the basis of brand image in the minds of 47
customers
4.24 Chart showing classification on the basis of company act and customer 48
awareness of complains
4.25 Chart showing classification on the basis of availability of spare parts 49
4.26 Chart showing classification on the basis of improvements in product 50
attributes.
ABSTRACT
Marketing management is the organizational discipline which focuses on the practical
application of marketing orientation, techniques and methods inside and outside enterprises and
organization and on the management of a firms marketing resources and activities.
The study product attributes and customer preference for royal enfield bikes at ABC Motors
mainly seeks to investigate and help to know the extent of customer towards the royal enfield
bikes. This study will point out the different problem being faced by customers of royal enfield
also understand their satisfaction level, which is a brand and it is product attributes. It helps the
company takes advantages to their competitors on the basis of the study, because they get an
awareness about the customer preferences. I used to conduct the study on ABC Motors
Perinthalmanna, it is well on Royal Enfield motor cycle dealership in Malappuram district, ABC
Motors has made a name for itself in the list top suppliers of in India. The suppliers company
located in Perinthalmanna, Kerala.
1
CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION TO STUDY
The expanding Indian market The growing size of the middle class and rising
aspiration of the youth along with the opening up of the Indian economy have collectively
influenced. The steady growth of the two-wheeler Market in India in the last three to four
years. The Craze for motorcycle over the scooters has picked up and one can find today. Even
girls crazy for a motorbike not only in the metros, Small towns and cities also. The
automobile industry in India happens to be the Ninth largest in the world with an annual
production over 4.3 million Units in 2010. India emerged as Asia's fourth largest exporter of
automobiles behind Japan South Korea and Thailand. Royal Enfield is the makers of the
famous bullet brand in India. It seems from the British manufacturer Royal Enfield of
Redditch. Royal Enfield has its Headquarters at Chennai in India. Bullet become known for
Sheer power Matchless stability and rugged looks. it will look Tyler made for Indianroads.
Moto cyclists in the country dreamt to drive it. It was particularly a favourite of the
army and police Personnel. The purpose of this study on the customer preference will help us
to understand the needs and wants of the customers towards Royal Enfield, and what are the
product attributes of Royal Enfield or the features make the customers much more preferable
to this particular brand product attributes are additional characteristics of a product. the study
could provide appropriate and Timely information about the position of preference level of
customer towards Royal Enfield .
And also find to analyze the customer satisfaction level towards the iornic brand
Royal Enfield. The study also investigate the service and factors which influence the
customers to purchase the Royal Enfield bikes and product attributes. Identify what
customers are expecting from the Royal Enfield, What are the factors influence the customer
preference in buying decisionprocess.
2
1.2 STATEMENT OF THEPROBLEM
Royal Enfield is a company which started its business in 1948 which its product such
bullet and has been a prestigious brand and lived up to It‟s name like a royal till date. Royal
Enfield has done quite well All over the world, but it has done Marvellous business in India.
As the competition from several hundred CC two Wheelers is rising, it is interesting

to know whether the current customers of royal enfield bullet are happy with the brand and
their opinion about various attributes of royal enfield bullet and their satisfaction. Today
Companies are running around to increase the lead for their products and services They are
acquiring maximum number of source to increase their revenue and member with the high
competition.
The customer satisfaction and preference to a particular brand Leads to the company
into the maximum revenue and profit. The study helps to identify the customer preference
towards the Royal Enfield Bullet with a Special reference in Perinthalmanna.
1.3 INDUSTRY PROFILE
Royal Enfield Limited is the largest exporter of two wheelers with Eicher motors at
Redditch industries of Royal Enfield manufactures state of the art range of two wheelers. The
brand Classic 350cc is continually dominating the Indian motorcycle market in the premium
segment. Its Thunderbird bike is a successful bike in Indian roads.
The Royal Enfield group amongst the top ten business houses in India. Stretches over
a wide range of industries, spanning automobiles (two wheelers), bike accessories, wallet and
clothing’s, travel bags. The group flagship company, Royal Enfield is ranked as the World’s
largest two wheeler manufacturer. And having the continuous production the Royal Enfield
brand is well known across several countries in Latin America, Africa, Middle East, South
and South East Asia. Founded in 1901 at the highest in the India’s movement for
independence from the British, the group has an illustrious history. The integrity, dedication,
resourcefulness and determination to succeed which are characteristics of the group today are
often traced back to its birth during those days of relentless devotion of a common cause
founder Albert Eadie and Robert Walker Smith of the group was a close confidant and
disciple towards the company.
Royal Enfield was a brand name under which the Enfield cycle company limited of
3
Redditch Worcestershire sold motorcycles, bicycles, lawnmowers and stationary engines

which they had manufactured. Enfield cycles company also used the brand name Enfield
without Royal.
In the year 1953 Sundaram Iyer brought Royal Enfield in the India. The Eicher
motors purchased the Royal Enfield. And in the 1955, the Redditch company partnered with
Madras motors in India to form “Enfield India” to assemble under license, the 350cc Royal
Enfield bullet motor cycle in Madras.
1891 R.W. Smith and Albert Eadie take over the Townsend cycle company in
Redditch, UK. Soon after, they started supplying precision machine parts to the Royal Enfield
small arms factory in Enfield, Middlesex. Their undertaking is renamed the Enfield
Manufacturing Company Limited. THE OLDEST MOTORCYCLE BRAND IN
CONTINUOUS PRODUCTION 1893 Enfield manufacturing limited becomes Royal
Enfield“Royal” being taken from the Royal small arms company. The trademark made like a
Gun ‟ is introduced. 1898 RW Smith designs a prototype motorised vehicle , a four wheel
bicycle known as a quadricycle. It uses a proprietary 1 ½ hp De Dion engine. 1900 Royal
Enfield enters motorsport when one of its quadricycles enters a 1000 Miles Trial. The event
does much to persuade the British public about the viability of motorised transport
HISTORY OF ROYALENFIELD
1981
In November 1891, entrepreneurs Bob Walker Smith and Albert Eadie buy George
Townsend & Co. of Hunt End, Redditch. Townsend‟s is a well-respected needle
manufacturer of almost 50 years standing which has recently begun manufacturing bicycles.
1893
The duo win a contract to supply precision parts to the Royal Small Arms Factory of Enfield,
Middlesex. To celebrate this prestigious order, they rename their undertaking the Enfield
Manufacturing Company Ltd. and call their first Bob Walker Smith designed bicycle, the
Enfield. The following year, their bicycles are renamed Royal Enfields and the trademark
„Made Like A Gun‟ is introduced.
1898
Bob Walker Smith designs the company‟s first motorised vehicle. Known as a quadricycle, it
is built around two sturdy bicycle frames and uses a proprietary 1 1/2 hp De Dion engine. The
4
company finalises its trading name as The Enfield Cycle Co. Ltd., a name it is to use for the
following 70 years.
1900
Royal Enfield delves into motorsport when one of its quadricycles enters the inaugural 1000
Mile Trial. Following a torturous cross-country route from London to Edinburgh and back,
the event does much to convince the British public of the viability of motorised transport.
1901
The first Royal Enfield motorcycle is produced. Designed by Bob Walker Smith and
Frenchman Jules Gotiet, it has a 1 1/2 hp Minerva engine mounted in front of the steering
head. The rear wheel is driven by a long rawhide belt.
1909
RoyalEnfield‟sfirstV-twin,usinga297ccSwiss-madeMotosacocheengine,islaunchedat the
Stanley Cycle Show. The model achieves numerous competition successes the following
year, including in the John O‟ Groats to Lands EndTrial.
1914
Royal Enfield's first 2-stroke motorcycle goes into full production. As Britain becomes
embroiledinWorldWarI,productionofthecompany‟sbiggestmotorcycle,the770cc6hp V-twin,
takes precedence. During the conflict, the company supplies motorcycles to the British,
Belgian, French, United States and Imperial Russianarmies.
1924
Continuous development results in a range of 8 models, including the launch of the Sports
Model 351, the first Royal Enfield 350cc OHV 4-stroke motorcycle with foot operated gear
change. A unique 225cc 2-stroke step-through 'Ladies Model' is also introduced.
1926
A major fire breaks out at the 18-acre Redditch factory. The company's own fire brigade
manages to fight the flames which threaten to engulf the entire plant.
1928
Royal Enfield adopts saddle tanks in place of outmoded flat tanks. It is also one of the first
manufacturers to change its front fork system from a Druid design to centre-sprung girder
5
forks.
1930
The decade begins with a diverse eleven model range, from the 225cc 2-stroke Model A to
the 976cc V-twin Model K. New 350 and 500cc side-valve and overhead valve machines
with dry-sump lubrication are also produced.
1932
The legendary "Bullet" motorcycle is born. It is first displayed in November 1932 at the
Olympia Motorcycle Show in London. Three versions are produced: 250, 350 and 500cc, all
with inclined 'sloper' engines, twin-ported cylinder heads, foot operated gear change and high
compression pistons.
1933
Founding partner and joint Managing Director, Bob Walker Smith, passes away. His son,
Major Frank Smith. who had been joint Managing Director with his father for a number of
years, assumes full control of The Enfield Cycle Company.
1933
The groundbreaking Model Z 'Cycar' goes on sale. Aimed at commuters, this 148cc 2-stroke
features a fully enclosed engine and legshields to protect its rider from the worst of the
elements.
1936
The 500cc Bullet is radically changed with the release of the Model JF. It features an upright
engine with a 4-valve cylinder head. A sports version, with a bronze cylinder head, is
available to special order.
1939-1945
Royal Enfield produces large quantities of military motorcycles, bicycles, generators and ant-
aircraft gun predictors during the Second World War. The most iconic model is the 125cc
'Airborne' motorcycle known as the Flying Flea. These 126cc 2-strokes can be loaded into
specially fabricated parachute cradles and dropped with paratroops behind enemy lines.
1948
The post-war 350cc Bullet prototype, with radical oil-damped swinging arm rear suspension,
is previewed in the Colmore Cup Trial of February 1948. Two Bullets form part of the
6
victorious British Trophy team in the 1948 ISDT (International Six Days Trial), held in Italy.
Both their riders win gold medals.
1949
The new 350cc Bullet and 500 Twin models are launched in the UK. Both bikes share the
same frame, swinging arm suspension, telescopic front forks and gearbox. K. R. Sundaram
Iyer launches Madras Motors to import British motorcycles into India, including Royal
Enfields.
1952
Royal Enfield's star rider, Johnny Brittain, wins the prestigious Scottish Six Days Trial on his
350cc Bullet, HNP 331.
1952
Madras Motors receives an order from the Indian Army for 500 350cc Bullets. The
motorcycles arrive from Redditch in early 1953 and prove to be a great success, being both
hardy and easy to maintain.
1955
The Redditch company partners Madras Motors in India to form 'Enfield India'. Work
commences on the construction of a purpose-built factory at Tiruvottiyur, near Madras.
1956
The Tiruvottiyur factory opens and Bullets begin to be manufactured under license. Initially,
these machines are shipped from England in kit form then assembled in the Madras plant. A
total of 163 Enfield India Bullets are built by the end of the year.
1957
Johnny Brittain wins the Scottish Six Days Trial on a Bullet for the second time and also
finishes top of the British trials championship. The 250cc Crusader model is launched in
Britain. Producing 13 bhp, the motorcycle features a unit construction engine and alternator
electrics with coil ignition.
1964
The iconic Continental GT café racer is launched to great acclaim when a team of journalists
ride one from John O‟ Groats to Lands End in under 24 hours, including 8 laps of the
Silverstone circuit. The GT features a fibreglass racing petrol tank, clip-on handlebars, rear
7
sets, a humped race seat, rev counter and a swept-back exhaust.
1967
With only two models left in production at the start of the year – the 250cc Continental GT
and the 736cc Interceptor – Royal Enfield‟s Redditch facility closes and the site sold to
developers.ProductionoftheInterceptorcontinuesatEnfield‟sundergroundfacilityat Upper
Westwood, near Bradford on Avon, until its closure in June1970.
1977
Enfield India begins exporting the 350cc Bullet to the UK and Europe. Sales grow rapidly as
the bike develops a following amongst classic motorcycle enthusiasts.
1989
A new 24 bhp 500cc Bullet is released. The bike is primarily aimed at export markets where
it is available in Classic, Deluxe and Superstar trim.
1993
Enfield India produces the world's first and only mass-manufactured diesel motorcycle.
Known as the Enfield Diesel, it uses a highly fuel efficient 325cc power unit installed in the
standard Bullet rolling chassis.
1994
Commercial vehicle and tractor manufacturer, The Eicher Group, acquires Enfield India
Limited. Eicher has roots in India dating back to 1948. It renames the company Royal Enfield
Motors Limited.
1997
FortyRoyalEnfieldmotorcyclesclimbtoKhardungLa,theworld‟shighestmotorablepass, setting
a precedent for epic rides across some of the world‟s most difficult terrain and creating a
blueprint for the annual Himalayan Odysseyride.
1999
Utilising the design skills of Austrian company AVL, production of a revised 350cc all-
aluminum lean-burn Bullet engine, known as the A350, begins at a new Royal Enfield plant
near Jaipur, Rajasthan.
8
2001
The Daredevils, the motorcycle display team of the Indian Army Corps of Signals, Jabalpur,
forms a human pyramid of 201 men on ten 350cc Bullets. They ride a distance of more than
200 metres to set a new world record.
2002
The Thunderbird, a stylish lean burn cruiser, is launched. It features the first 5-speed gearbox
used on a Royal Enfield since the 1960s. More than a 1000 Royal Enfield motorcycles of all
ages descend on Redditch for the Royal Enfield Owner‟s Club „Redditch Revisited‟ event.
2004
The Electra X, an export Bullet with a 500cc version of the all-alloy lean burn engine, goes
onsale.Theretro-styled„BulletMachismo‟isratedthe„No.1Cruiser‟inaTNSAutocar survey.
2005
Royal Enfield celebrates its 50th anniversary in India with the release of commemorative
Thunderbird and Bullet Electra models and „The Legend Rides On‟ coffee table book.
2008
The Thunderbird Twinspark is launched in India with the new Unit Construction Engine
(UCE). Royal Enfield begins exporting the Classic, India‟s first 500cc EFI, Euro III-
compliant motorcycle, to European markets.
2009
The 500cc UCE engine is launched in India. The retro-styled Classic version immediately
achieves cult status and sales grow rapidly.
2011
Royal Enfield riders around the world are encouraged to go for a ride on the inaugural „One
Ride‟ event. It becomes an annual ride, taking place on each first Sunday in April, The
company acquires 50 acres of land at Oragadam for its new plant. A factory organised trip
crosses the Nepalese border for the first time with „Tour of Nepal‟.
2012
Royal Enfield launches its first highway cruiser, the all-black Thunderbird 500. Work on the
new Oragadam factory continues briskly while the Tiruvottiyur plant sets a new production
9
record to meet 113,000 motorcycle sales.
2013
Manufacturing commences at Oragadam, Tamil Nadu. This state-of-art factory, which
includes a robotic paint facility, will be the nucleus of Royal Enfield‟s future global
ambitions.
2013
Forty-eight years after developing its first production café racer, Royal Enfield rolls out the
all-new Continental GT. Featuring a cradle frame designed by Harris Performance and a
535cc UCE engine, this new café racer becomes the starting point for numerous custom
builds.
2014
Royal Enfield introduces a new retail experience in India with the opening of the first-of-its-
kind exclusive gear store at Khan Market, New Delhi.
2015
The company acquires Harris Performance, a renowned British motorcycle design and
fabrication firm, to enhance its engineering and product design capabilities.
2015
RoyalEnfieldNorthAmericaisestablished.WithheadquartersinMilwaukee,Wisconsin,it‟s the
company‟s first direct distribution subsidiary outside ofIndia.
2016
Royal Enfield debuts the Himalayan, its first adventure motorcycle. With an all-new 411cc
SOHCengineandlongreachsuspension,it‟sdesignedtogiveadventurousriderstheright tool for
all roads and noroads.
2017
The new Royal Enfield Technology Centre opens at Bruntingthorpe Proving Ground, near
Leicester in the UK. A team of over 100 engineers, designers and testers begin work on
research, development and long-term product strategy
10
1.4 COMPANY PROFILE
Royal Enfield is a well-known automobile company that primarily deals in

manufacturing of motor cycles. apart from that, it produces lawnmowers, stationary engines
and rifles.
The company's motto"made like a gun". reflects its weapon making legacy royal
Enfield is a company based in India with it's headquarters in Chennai.the company was
founded as Enfield manufacturing company limited in1980.it produced it's first ever bike
under the brand name of 'royal Enfield' in the same year in Redditch.worcestershire,
england.albert Eadie and Robert walker Smith were the founders of Enfield manufacturing
company limited that ceased to exist after 1971.
ABOUT ROYAL ENFIELD LTD, INDIA
Although Enfield sold its first bike In India in1949,it was not before 1955that India's
own royal Enfield manufacturing establishment came into existence in 1955.redditch
company and Madras motors became partners and formed Enfield India.which is currently
based in Chennai. The present day Royal Enfield company is a subsidiary of the Indian
automobile stalwart Eicher motors limitedlimited.
Mr.siddhasthalal is the CEO of royal Enfield india.royal Enfield has been the most
trusted high capacity bike and the most favourite of the Indian government for the past six
decades the government of India had a 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 1917; however Enfield India just kept on growing in stature
and repute.
ABC MOTORS PERINTHALMANNA
ABC Motors Royal Enfield registered in 2018, Abc motors has made a name for itself in the
list of top suppliers of in India. The supplier company located in Perinthalmanna, Kerala and
is one of the leading seller of listed products.
Abc motors is listed in trade India‟s list of verified sellers offering supreme quality of etc.
Buy in bulk from them for the best quality product and service.
11
Making available a wide range of two-wheelers, ABC Motors at Perinthalmanna,

Malappuram is popular dealer of bikes. The dealer believes in the brand‟s approach of
establishing long-lasting relationships with its clients and it is this commitment that led to the
success of the leader. The showroom can be spotted with ease. Located Calicut road, a
renowned landmark in Perinthalmanna. The establishment enjoys a prime location with
potential buyers surrounding the place in commercial and residential establishments.
Undoubtedly it is one of the best motorcycle dealers in Perinthalmanna,Malappuram.
SERVICE OFFERED BY ABC MOTORS
ABC Motors Perinthalamanna is a sales showroom where two-wheeler enthusiasts

can choose from a variety of motorcycles. The showroom displays the wide range of two-
wheeler models both new and popular ones. The sales staffs employed at the showroom is
well trained and experienced. The entire team is committed to offering the best of service to
its customers and leaves no stone unturned in ensuring potential buyers find something that
matches their requirements perfectly. Their suggestions make it easier for customers to make
a well informed decision. They are capable of providing all the necessary information with
regards to the salient features, specifications, on-road price and model availability. Inaddition,
the staff also furnishes important information related to loan and insurance availability.
Customers can contact the establishment for any information or visit the showroom from
morning toevening.
STRUCTURE OR DEPARTMENTS OFORGANISATION
1. Salesdepartment
Sales executives responsibilities
 Check the assigned test ride bike status and ensure it isclean.
 Check for the availability of brochures, sales stationary etc and keep Itready.
 Attend daily meeting note down the deliverableparameter.
 Collect follow up sheets for enquiry/bookings/payment/delivery update the
status back to CRE or update in DMs everyday.
 Dropout cases to be informed to sales Manager forclosing.
 Maintain test ride routeMap
Customer engagement
 Welcome the customer toorshowroom
 Probe the customer with well directed questions to understand the customer
need.
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 Do the rangepresentation
 Collect the basic details from the customers with the enquiryform
 Aligh the customer to the apt model and explain the fabindetail.
2. Servicedepartment
 The department is responsible to improve qualityrepair
 This department is responsible to solve the problem of the customers
accurately
 This department is responsible to reduce customers complaints and improve
productivehours.
 This department is mainly concerned to give the service for the customer, like
wheel alignment, oil changing, engine repair, mirror work etc any type of
work which is concerned to the vehicles, the head of this department is service
managers.
3. Accountingdepartment
 Work in the accountingdepartment
 Billing RTO, passing, cash receiving payment, Bank payment, purchase entry,
sales entry, RTGS, maintaining the accounts daily, account will be done in the
SQLsoftware.
4. Sparedepartment
Spare parts management is a main component of a complete strategic service
management process that companies use to ensure that right spare parts resources are
at the right place. Where the broken part is at the right time.
Works in the spares department

Sales, Order place, purchase, oil order, spare order, stock details Maintaining the
spares at right places and planning the products to Mechanicals.
13
SWOT ANALYSIS
STRENGTH WEAKNESS
1. Strongbody 1.Low mileage
2. Status symbol and high sell ina 2.Low pickup
premiumsegment 3.High price
3. BrandLoyality 4. Narrow productrange
4. High capacity in longdrive 5. Narrow network of servicestation
SWOT
OPPORTUNITIES THREATS
1. Changing style ofconsumers 1. Changing customerpreferences
2. Growing demand in domestic aswell 2. Close competition with other
as internationalmarket motorcyclebrands.
3. Time saving in places of heavytraffic 3. Entry of newtechnology.
4. Low maintenance cost incomparison 4.Increase in petrol price
to other means oftransportation. 5.Increasing inflationrate.
14
1.5 SCOPE OF THESTUDY
The study mainly seeks to investigate and help to know the extent of customer preference towards
the Royal Enfield bikes.
This study will point out the different problem being faced by customers of Royal Enfield also
understand their satisfaction level, which is a brand and it is product attributes.
It helps the company takes advantages to their competitors on the basis of the study, because they
get an awareness about the customer preference. It is the main objective of the particular study.
The study help the company to take any decision regarding the upbeat of customer satisfaction.
1.6 OBJECTIVE OF THE STUDY
1. To know the customers preference towards Royal Enfield Motorcycle

2. To identify the various factors influence the purchase of Royal Enfield
3. To find out the satisfaction level of customers towards various aspects of Royal Enfield
4. To know about the experience after purchasing, like Reverse, Performance, Mileage etc
5. To evaluate the attitude of Young Generation towards Royal Enfield
6. To understand the overall performance of Royal Enfield
15
CHAPTER 2
REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
Review of literature is a body of text that aims to review the theoretical and
methodological contributions of related authorities and offices to a particular research topic.
Its‟ ultimate goal is to make the researcher up to date with current literature on a topic and
forms the basis for another goal, such as future research that may be needed in the area. It
must be remembered that reviews of literature are based on secondary sources, and as such,
do not report any new or original experimental work. In general, review of literature surveys
scholarly books, articles, dissertations, conference proceedings etc. relevant to a particular
area of research. The purpose is to offer an overview of significant literature published on the
topic. In the present research work, researcher made an effort to review the books, articles,
dissertations and reports of different government and non-government agencies etc. which are
directly linked up with the foreign direct investment in India in general and in automobile
sector in particular along with problems and prospects of automobile sector of the country
with the help offollowing.
1. "A Study on customer Satisfaction Towards Royal Enfield with Special relevance
Malappuram District "By the Study entitled "A Study on Customer Satisfaction
Towards Royal Enfield with Special relevance Malappuram District" was
undertaken with the target of sorting out customer's satisfaction level on Royal
Enfield bikes. Here adopted appropriate methodology for information assortment
and analysis. It's clear from the study that the foremost customers of Royal Enfield
square measure extremely glad in most areas offered by Royal Enfield. And most
majorities among the glad customers square measure delighted customers. This
study reveals that by method of reducing the lead-time, rising fuel potency, service
and advertising and by introducing new models capable to vie with the freshers
within the market, Royal Enfield will simply build the total customers into extremely
delighted customers. (Mr.Faisal.T, August 2014, pp. 154-166)
2. "A Study on Service Quality in Royal Enfield showroom, Chennai." This analysis
examines service quality satisfactions within the showroom. First, it analyses the
speculation regarding service quality conceptualization. Then a modify SERVQUAL
instrument is developed and applied to the showroom victimization as subject one
amongst the businesses. 5service dimensions are identified: READINESS
16
dependability, TRUST, COMFORT, SECURITY, and ACCESS, they're examined in

terms of their impact to an admirer. Thesevariables of customers' overall quality
satisfaction and their temperament to advocate the firm are found to be affected
heavily by 2 dimensions: trust and luxury, this investigation's main conclusion is that
SERVQUAL could be a smart beginning base to quantify service quality, however
it's neither of general nor of direct application. The SERVQUAL instrument would
want some changes to suit every scenario. No promoting is required if it merely
suggests that discounting. Sell services through quality. (G. Gopalakrishnan, 2018,
pp. 94-100).
3. "A Study on Consumer Perception Towards Two-Wheeler Bikes." This study Ls

based to identify the consumer satisfaction of bike owners who are using the two-
wheeler Bikes at Allahabad, city of Uttar Pradesh. The study concludes that Honda
and Bajaj show maximum satisfaction whereas TVS remains last. (Mr. Debasis
Tripathy. 2014. pp.52-58).
4. "A Study on Interactive Marketing Communication Tools and Brand Knowledge

with Special Reference to Royal Enfield Bike Owners" It shows us IMC tools such
as Mobile app pop-ups, social networking and email marketing have influence on
brand knowledge of Royal Enfield bike owners. So. it Ls concluded that the
company must concentrate more on IMC tools in reaching customers. At the same
time IMC tools such as Blogs. widgets and tele marketing have no significance
influence on brand knowledge of Royal Enfield bike owners. This indicates that
the.se tools are not official and hence miss- leading advertisement creates false
image of the advertisement that deviate the minds of the consumers about the Royal
Enfield bike. Hence the Royal Enfield company should try to give more appealing
advertisement in an authorized way to create the stronger and knowledge about their
product to the consumers. (Kumar & Selvi. 2018, pp.456-465).
5. "A Study on consumer Satisfaction of a particular Branded 2 Wheelers in South

Coimbatore." within the gift era client is that the Centre purpose of all the selling
activities and everyone the players within the market try to carry their place within
the minds of the customers. Their satisfaction plays a necessary role for the success
of any business, disapproval is around for hundreds of years to spot and differentiate
the products and services of 1 producer from those of another, it's the dear assets of a
business. The brands like, Hero. TVS. Su/.uki. Bajaj. Honda. Mahindra. Royal
Enfield and Yamaha are the popular brands within the Two-wheeler industry, during
this scenery the study has been undertaken to check the satisfaction level of the
17
shoppers towards chosen branded 2 wheelers in south Coimbatore town.

(D.Vijayalakshmi, Kumari. & Deepika. 2015. pp. 260-264).
6. "Passion to Profits: What Makes Royal Enfield larger Than Harley Davidson?" vital
focus with daring choices to reinvent the corporate in each side to create it a sturdy
growth engine. This lias been more supported by robust business strategy with
consumer initial and complete building to form a traction within the market and
distinctive client expertise for motor cycle possession. Company lias created a big-
time investment to make capabilities in product style, state of the an producing
facilities, retail format and best in school world talent from the trade with a
transparent focus and long goal. (Todalbagi, 2017. pp. 55-63).
7. "A Study on consumer Satisfaction Level of Royal Enfield Bullet." This study on
client satisfaction is being related to one in every of the leading two-wheeler
company the Royal Enfield witliin the following paragraph a quick note on the
matter that lias been undertaken because the subject material is explained, during this
project report we are going to resolve the satisfaction level of the Royal Enfield
Bullet owner in metropolis town, the matter it's facing within the gift market. This
project evaluates the assorted factors that keep the client glad. It additionally
evaluates the assorted factors that influence a client to shop for the bullet, whereas
choosing a bullet numerous side that lias got to run a plan with reference to complete
image. Color. Euel- efficiency. Technology used. etc. A form was designed to
conduct a survey and therefore the information thus collected from acceptable
respondents was analyzed employing an applied mathematics package known as
SPSS and a unidirectional analysis of variance check was done to check the
hypothesis. ( Ahmed. Ramachandra & Reddy. 2014. pp.218-226).
8. "A Study on Factors Influencing Purchase Intention of Consumers Towards Two

Wheelers" Purchase intention could be a commit to purchase a decent or service
within the future, makers should bear in mind of the acquisition intention of
customers to supply and position their product during an extremely competitive
market. Two-wheeler automobile market of Bharat is one amongst best market
within the world and lias emerged into one amongst the most important automobile
markets within the world. Purchase intention of customers depends on many factors.
This study aims to explore the factors influencing the acquisition intention of
customers towards two-wheelers. (Antony & CibyThomas. 2017. pp. 626-631).
18
9. It is essentially needed for a company to move and communicate with clients daily to
extend customer satisfaction. In these interactions and communications, it's needed
to be told and verify all individual client desires and respond consequently,
notwithstanding the merchandise square measure identical in competitor markets,
satisfaction provides high retention rates, for instance, shoppers and retailers square
measure engaged with frequent looking and credit cards to achieve client
satisfaction, several high-end retailers additionally give membership cards and
discount edges on those cards, so the client stay loyal to them
10. Sardar Gugloth and Margani Soma Sekhara (2012) in their research work entitled “A
study relating to decision Making process of purchasing Two wheeler in rural area of
Andhra Pradesh” revealed that the majority of Indians , especially the youngsters
prefer motorbikes rather than cars computing larges share in the two wheelers
industry , bikes and scooters cover a major segments. The present scenario of rural
marketing especially decision marketing process of purchasing two wheeler in rural
area, and its important , current trends, and problems related to rural marketing areas
were highlighted. The rustle indicated that the purchases a decision for two wheeler
in rural area was influenced by the factors like family, friends, service andmileage.
11. SANDDEP THAMMAN (2003) has done the research in 2002-2003 on the topic
consumer “a study of preference regarding motorcycle.” He concludes that there was
a tough competition in the two –wheeler industry. Every introduced new brand in the
market so as to capture more market share. Consumer preference was to words the
motorcycle that had good features and looked stylish
12. Individual consumer in the marketplace plays the roles as a buyer, payer and user.
During consumption, consumers pass through different stages in the consumer FX‟s
purchasing decision-making process (Belch and Belch, 2003). The consumer buying
decision process consists of five stages. These are need recognition, information
search, evaluation of alternatives, purchase decision and post-purchase behavior (e.g.
Mullins and Walker, 2013; Kotler et al., 2011) and these five phases of buying
decision process are used by the marketers to gain better understanding about their
buyers and their behaviors (Commgys et al., 2006). Understanding the buyer
behavior is fundamental to the development of effective marketing strategies. Three
questions are important to this understanding. There are different types of decision
making processes. These are habitual decision making, limited decision making and
extended decision making. As the consumer moves from a low level of involvement
to high level of involvement decision making becomes increasingly complex and for
high involvement products (e.g. homes, personal computers, and complex
19
recreational items) buyers use complex evaluation of multiple alternatives (Hawkins

et al., 1989). High involvement products are those that carry some risks and are
expensive. In the context of developing country like Bangladesh, motorcycle is a
high involvement product. During high involvement consumer behavior, consumers
are information seekers, information processors and they evaluate brands before
buying (Mullins and Walker,2013).
13. During evaluation of alternatives consumers use two types of information: list of
brands/models from which they plan to buy and the criteria they will use to evaluate
brand (Schiffman and Kanuk, 2007). In their purchasing decision-making process,
consumers are often influenced by both internal and external influences (Belch and
Belch, 2003). Overall orientation toward object depends on emotions or feelings
(affective component); beliefs (cognitive Component) about specific attributes or
overall object and behavioral intention (behavioral component) with respect to
specific attributes or overall object attitudes (Hawkins et al., 1989). As per attitude-
toward-object model of consumer attitudes, attitudes of consumers toward a product
depend on the presence or absence and evaluation of certain product-specific beliefs
and/or attributes/features and buyers usually possess positive attitudes toward the
product that they believe that it carries attributes with adequate level and they
possess negative attitudes towards the product if it does not carry adequate level of
attributes (Schiffman and Kanuk,2007).
14. In the evaluation stage of the buying decision process, potential customers compare
the characteristics, features and benefits that are important to them of various
products to see what might best meet their needs and what their preference is. Each
criterion is assigned (usually unconsciously) a salience (a level of important) that
ultimately may decide what is bought and from whom. Whenever buyers make a
final judgment of value they do not follow simple and single evaluation process and
an individual customer follows different evaluation process at different situations
where buyers‟ evaluation processes are cognitively oriented and form product
judgments largely on conscious and rational basis (Kotler, 1996). The study (e.g.
Mullins and Walker, 2013; Kotler, 1996; Kotler and Keller, 2009; Kotler et al., 2011;
Kotler et al., 2009) suggested that the marketing mix is a set of controllable
marketing variables that the organization blends in order to produce the response it
wants in the target market and to build customer relationship and it consists of
everything that the firm can do to influence the demand for its product. Marketing
mix consists of a firm’s product offerings to customers and the methods and tools it
selects to accomplish the exchange (Schiffman and Kanuk, 2007)
20
15. Consumer buys any product to receive some benefits and consumer sees each
product as bundle of attributes with varying capabilities of desired benefits and
satisfying the needs (Kotler, 1996). Characteristics of the product through which
products can be identified and differentiated are known as product attributes. These
are the features or specific descriptive aspects of a marketing strategy that represent
consumer‟s evaluation criteria of particular product. The study (e.g. Deming, 1986;
cited by Chen, 2009) have pointed out that a customer evaluates the quality of a
product on the basis of certain important quality attributes, where an attribute is
defined as a descriptive feature of a product which is involved with its purchase or
consumption (Keller, 1999). The study on consumer behaviour pointed out that
consumers use different attributes to evaluate a product. These are availability
(Fotheringham, 1988); packaging (Prendergast and Pitt, 1996); fit, durability, ease of
care, favourable price, comfort, quality, colour, attractiveness, fashionableness,
brand name, appropriateness for occasion, choice of styles (Beaudoin et. al., 2000);
brand reputation (Temporal and Lee, 2001); quality price, availability, variety,
assortment, value of products (Gwin and Gwin, 2003). The study suggested that
during buying a motorcycle consumer evaluates different attributes which are brand
image, spare parts, less fuel consumption, low price, easy driving, design, color,
durability, after-sales service, speed, resale value, guarantee, sound, promotion
(Kamal and Kamal,1994).
16. Consumers give the most priority to that attribute which deliver desired benefits. The
study (e.g. Hawkins et al., 1989; Hawkins and Mothers Baugh, 2010) suggested that the
several features, attributes or dimensions which consumers use in response to specific
problem is known as evaluation criteria and customers use several features to make any
purchase decision and the attributes or evaluation criteria that a consumer uses in a
decision making process may vary from tangible (e.g. cost, performance) to intangible
(e.g. style, taste, prestige etc.). The study (e.g. Kotler, 1996; Kotler and Keller, 2009;
Kotler et al., 2009; Kotler et al., 2011; Kotler and Keller, 2012) suggested that consumer
buying behaviour is influenced by four major types of factors. These are cultural (culture,
sub-culture and social class); social (reference groups, family and roles and statuses);
personal (age, life style, occupation, economic circumstances, personality, self-concept);
and psychological (motivation, perception, learning, beliefs and attitudes) and gender,
age, occupation and marital status are considered to be key factors that influence
consumer’s buying behavior.
17. There are several variables which can influence the brand choice behavior. Berkman
21
and Gilson (1978) outlined that choice process is influenced by two broad objective-
social cultural and individual. Mullins and Walker (2013) mentioned that the factors
that are likely to increase pre-purchase search are product factors (long inter-
purchase time, frequent changes in product styling, frequent price changes, high
price, many alternative brands, much variation in features); situational factors
(experience-first time purchase, social acceptability- gift item or visible item, value
related consideration (discretionary purchase or necessary purchase); personal
factors (demographic characteristics-education, income, occupation, age and
personality). They also classified attributes that, consumers use to evaluate a
product/brand into four categories. These are- cost attributes (e.g. purchase price,
operating costs, repair costs, cost of installation, costs of extra option); performance
attributes (e.g. durability, quality of materials, construction, dependability, functional
performance, efficiency, safety); social attributes (e.g. reputation of brand, brand
personality, status image, popularity with friends and family members, design style,
fashion); availability attributes (carried by local stores, credit terms, quality of
service, delivery time). The nature of consumers‟ needs and requirements, their
ability to buy products to satisfy those needs, the
perceivedimportanceofdifferentattributesorevaluationcriteriaandbuyers‟attitudestowa
rd and preferences for different products all are influenced by demographic variables
(Mullins and Walker, 2013). The number of evaluative criteria used depends on the
product, consumer and situation as characteristics of the individual (e.g. age) and
characteristics of the purchase situation (time pressure) also influence the number of
evaluation criteria and during buying any high involvement product (e.g. automobile,
stereo system, house) buyers use more criteria for the evaluation process (Hawkins et
al., 1989). Decision making process of a buyer also depends on personal
characteristics like age, occupation, lifestyle, life-cycle stage, economic
circumstances personality and self-concept (Kotler,1996)
22
CHAPTER 3
RESEARCH METHODOLOGY
3.1 RESEARCH
Research is a careful investigation or inquiry, especially through search for new fact in any
brand of knowledge. Research methodology is the specific procedures or techniques used to
identify, select, process and analyze information about a topic. This helps to critically
evaluate a study’s validity and reliability.
It’s the process used to collect information and data for the purpose of research. The
methodology may include interviews, Surveys, and other research tools. And could use both
past and present data.
3.2 RESEARCHDESIGN
Its the blue print for the collection, measurement, and analysis of data. It integrates
the different components of the study in coherent and logical way. The research design used
to for this study is descriptive researchdesign.
Descriptive research Studies are those studies which are concerned with in describing the
characteristic of a particular individual. the researcher must be able to define clearly what he
want to measure and must find adequate methods for measuring it along with a clear cut
definition of population that wants to study.
SAMPLEDESIGN
A sample design is the framework, or road map, that serves as the basis for the selection of a
survey sample. The sampling design used in this research is simple random sampling. Simple
random sampling is type of probability sampling where each item has equal chance of being
selected as sample.
Population size: finite population
Sample size: Calculation of sample size can be done with theformula
n= ×2%q%N
e2(N-1)+p%q%Z2
Where, n = sample size required
P%= It is the proportion of respondents, who answered
in a way as to make the research successful in pilot study
23
q% = 100-p%
z = value corresponding to level of significance
e = error value
N = sample frame
Sample unit size – 100

Population : finite population
Sampling strategies : systematic sampling
3.3 SOURCE OF DATACOLLECTION
Data are the raw materials in which their research works. The task of data collection
begins after research problem has been defined and research design chalked out. The data
collection is classified as primary data and secondary data.
PRIMARY DATA
Primary data are collected directly by where of using questionnaires. primary data are
collected from the customers through questionnaire.
SECONDARY DATA
The secondary data or the data which have already been collected by someone else
and which have already been passed through the statistical process. Secondary data was
collected from journals, magazines, and record of thecompany
3.4 TOOLS USED FORANALYSIS
1. Percentage Analysis
2. Chi-square test
3. ANOVA
4. Correlations
5. Mean Score Analysis
Steps:
1. Fix a null hypothesis and an alternativehypothesis.

2. Select significantlevels.
3. Draw random samples of observation of relevant statisticalpopulation.
4. Derive a set of expectedfrequency.
5. Compare observed with expectedfrequency.
6. If the calculated value of chi square is less than table value at a certain degrees of
24
freedom, the fit is considered asgood.

7. If the calculated value is higher than table value, the fit is considered to bepoor
PERIOD OFSTUDY
The study is conducted for a period of 70 days
3.5 LIMITATIONS OF THE STUDY
 The responses given by the respondents may be biased which may has an effect on the
study.
 The research based on small sample size. So findings and conclusions have its own
limitations.
 The view of respondents may change. So, results obtained do not have long term
implications.
25
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 SIMPLE PERCENTAGE ANALYSIS
Table 4.1.1 showing classification according to gender
Gender Number of respondents Percentage
Male 89 89
Female 11 11
Total 100 100
Source: Primary data
Chart 4.1.1 showing classification according to gender
10
0 89%
90
80
70
60
50
40
30
20 11%
10
0
MAL FEMAL
EEE E
EEE
EEE
WEE
Interpretation
From the above chart majority of respondents are males. From 100 respondents 89% are male
and remaining 11% are females.
26
Table 4.1.2 showing to age of respondents
Age Number of respondents Percentage
below 25 45 45
25-30 35 35
30-35 13 13
35-40 5 5
above 40 2 2
Total 100 100
Chart 4.1.2 showing to age of respondents
13
below 25
45 25-30
30-35
35-40
above 40
35
Interpretation
Here majority of royal field users are below 25 years. 45% are below 25, 35% are belongs to 25-30, 13%
are 30 to 35, 5% are in 35 to 40 and 2% are above 40.
27
Table 4.1.3 Showing income of the respondents
Income Number of respondents Percentage
below 50000 7 7
50000-100000 23 23
100000-150000 33 33
150000-200000 26 26
above 200000 11 11
Total 100 100
Chart 4.1.3 showing income of the respondents
35 33
30
26
25 23
20
15
11
10
7
0
below 50000 50000-10000 100000-150000 150000-200000 above 200000
Interpretation
From the chart we get that income of the respondents 7% are below 50000, 23% are between
50000 and 100000, 33% are belongs to 100000 and 150000, 26% are 150000 and 200000 and
11% are above 200000.
50
45
45 Series 1 28
40
35
Table 4.1.4 showing35on the basis of education
30
25
Education Number of respondents Percentage
20
15 13 Series 1
below10 9 9
10
5
Plus two 5 22 22 2
0
Degree 37below 25 25-30 37 30-35 35-40 above 40
32 32
PG and above
Total 100 100
Chart 4.1.4 showing on the basis of education
40
37
35
32
30
25
22
20
15
10 9
0
Below10 plus two degree pg and above
Interpretation
Here 9% are below tenth, 22% are plustwo, 37% are degree and 32% are pg and above
qualified
29
Table 4.1.5 showing type of family

Family Number of respondents Percentage
joint family 27 27
nuclear family 73 73
Total 100 100
Chart 4.1.5 showing type of family
12
0
100%
10
0 73%
80
60
40
27%
20
0
JOINT NUCLEAR TOTA
FAMILY FAMILY L
Interpretation
Here majority of respondents from nuclear family. 27% are joint family and remaining 73 are
nuclear family
30
Table 4.1.6 showing occupation of respondents
Occupation of respondents Number of respondents Percentage

Business 20 20%
Profession 20 20%
Salaried employees 40 40%
Students 20 20%
Total 100 100%
Chart 4.1.6 showing occupation of respondents
45
40%
40
35
30
25
20% 20% 20%
20
15
10
5
0
busines professio salaried student

s n employee s
Series1 Series2
Series3
Interpretation
From the percentage analysis it is found that 40% of respondents are salaried employees,
20% of respondents are in business and 20% in profession and remaining 20% are students.
31
Table 4.1.7 showing marital status of respondents
Marital status Number of respondents Percentage

Single 45 45%
Married 55 55%
Total 100 100%
Chart 4.1.7 showing marital status of respondents
60
55
50
45
40
30
20
10
0
single married
Interpretation
From this percentage analysis it found that 55% of respondents are married and 45% of
respondents are single.
32
Table 4.1.8 showing classification on basis of prestige
Prestige of respondents Number of respondents Percentage

High 38% 38%
Medium 52% 52%
Low 10 10%
Total 100 100%
Chart 4.1.8 showing classification on basis of prestige
10
38
high
medium
low
52
Interpretation
From this percentage analysis it is found that 52% of respondents are high prestige, 38% of
respondents are medium and 10% are in low prestige.
33
Table 4.1.9 showing customer preference on the basis of prestige
customer preference on this Number of respondents Percentage

basis prestige of respondent
Yes 85 85%
No 15 15%
Total 100 100%
Chart 4.1.9 showing customer preference on the basis of prestige
90 85
80
70
60
50
40
30
20 15
10
0
YES NO
Interpretation
From this percentage analysis it is found that 85% of customer preference depends upon
prestige and 15% are not depends upon prestige.
34
Table 4.1.10 showing classification on the basis of performance
Performance Number of respondents Percentage

High 26 26%
Medium 64 64%
Low 10 10%
Total 100 100%
Chart 4.1.10 showing classification on the basis of performan
10
26
HIGH
MEDIUM
LOW
64
Interpretation
From this percentage analysis it is found that 64% of respondents are gave medium
preference to the performance, 26% are high and 10% are low.
35
Table 4.1.11 showing classification on the basis of performance and satisfaction.
Satisfaction on this basis of Number of respondents Percentage

performance
Yes 85 85%
No 15 15%
Total 100 100%
Chart 4.1.11 showing classification on the basis of performance and satisfaction.
90 85
80
70
60
50
40
30
20 15
10
0
YES NO
Interpretation
From this percentage analysis it is found that 85% of respondents are satisfied with the
performance and 15% are not satisfied with the performance.
36
Table 4.1.12 showing classification on the basis of mileage
Mileage Number of respondents Percentage

High 15 15%
Medium 75 75%
Low 10 10%
Total 100 100%
Chart 4.1.12 showing classification on the basis of mileage
10
15
HIGH
MEDIUM
LOW
75
Interpretation
preference to mileage, 15% are high and 10% are low.
37
Table 4.1.13 showing classification on the basis of mileage and satisfaction

mileage
Yes 84% 84%
No 16 16%
Total 100 100%
Chart 4.1.13 showing classification on the basis of mileage and satisfaction
16
YES
NO
84
Interpretation
mileage and 16% are not satisfied with the mileage.
38
Table 4.1.14 showing classification on the basis of engine power
Engine power Number of respondents Percentage

High 10 10%
Medium 80 80%
Low 10 10%
Total 100 100%
Chart 4.1.14 showing classifications on the basis of engine power
90
80%
80
70
60
50
40
30
20
10
10% 10%
hig mediu low

h m
Interpretation
preference to engine power, 10% are high and 10% are low.
39
Table 4.1.15 showing classification on the basis of engine power and satisfaction

engine power
Yes 85 85%
No 15 15%
Total 100 100%
Chart 4.1.15 showing classification on the basis of engine power and satisfaction
15
YES
NO
85
Interpretation
From this percentage analysis it is found that 85% of respondents satisfied with the engine
power and 15% are not satisfied with engine power.
40
Table 4.1.16 showing classification on the basis of price and satisfaction

price
High 11 11%
Medium 66 66%
Low 23 23%
Total 100 100%
Chart 4.1.16 showing classification on the basis of price and satisfaction
11
23
HIGH
MEDIUM
LOW
66
Interpretation
From this percentage analysis it is found that 66% of respondents are high satisfied with the
price, 23% are medium satisfied and 11% are low satisfied.
41
Table 4.1.17 showing classification on the basis of price and affordability
Price and adorability Number of respondents Percentage

Yes 70 70%
No 30 30%
Total 100 100%
Chart 4.1.17 showing classification on the basis of price and affordability
80
70 70%
60
50
40
30%
30
20
10
ye no
s
Interpretation
From this percentage analysis it is found that 70% of respondents are affordable with the
price and 30% are not affordable with the price.
42
Table 4.1.18 showing classification on the basis of price and affordability
Value of money and Number of respondents Percentage

customer preference
High 26 26%
Medium 64 64%
Low 10 10%
Total 100 100%
Chart 4.1.18 showing classification on the basis of value of money and customer preference
10 8.2
HIGH
MEDIUM
LOW
64
Interpretation
From this percentage analysis it found that 64% of respondents are medium preference with
value of money, 26% are high and 10% are low.
43
Table 4.1.19 showing classification on the basis of paying back to the value of money
Paying back to the value of Number of respondents Percentage

money
Yes 85 85%
No 15 15%
Total 100 100%
Chart 4.1.19 showing classification on the basis of paying back to the value of money
8.2
YES
NO
15
Interpretation
paying back to the value of money.
44
Table 4.1.20 showing classification on the basis of after sales service.
Sales service Number of respondents Percentage

High 13 13%
Medium 77 77%
Low 10 10%
Total 100 100%
Chart 4.1.20 showing classification on the basis of after sales service.
10 13
HIGH
MEDIUM
LOW
77
Interpretation
From this percentage analysis it is found that the 77% of respondents are gave medium
preference to after sales service, 13% are high and 10% are low.
45
Table 4.1.21 showing classification on the basis of satisfaction and after sales service
Satisfaction with after sales Number of respondents Percentage

service
Yes 85 85%
No 15 15%
Total 100 100%
Chart 4.1.21 showing classification on the basis of satisfaction and after sales service
140
120 115
100
85
80
Series 1
60 Series 2
40
20
0
YES NO
Interpretation
From this percentage analysis it is found that the 85% of respondents are satisfied with the
after sales service and 15% are not satisfied with the after sales service.
46
Table 4.1.22 showing classification on the basis ofbrand image and customer influence
Brand image and customer Number of respondents Percentage

influence
High 37 37%
Medium 54 54%
Low 9 9%
Total 100 100%
Chart 4.1.22 showing classification on the basis of brand image and customer influence
37
HIGH
MEDIUM
LOW
54
Interpretation
From this percentage analysis it is found that the 54% of respondents are medium influence
in brand image, 37% are high and 9% are low.
47
Table 4.1.23 showing classification on the basis of brand image in the minds of customers
Brand image in the minds of Number of respondents Percentage

customers
Yes 85 85%
No 15 15%
Total 100 100%
Chart 4.1.23 showing classification on the basis of brand image in the minds of customers
15
YES
NO
85
Interpretation
From this percentage analysis it is found that the 85% of respondents have a good brand
image in their minds and 15% are not.
48
Table 4.1.24 showing classification on the basis of company act and customer awareness of
complains.
Company act and awareness Number of respondents Percentage

Yes 55 55%
No 45 45%
Total 100 100%
Chart 4.1.24 showing classification on the basis of company act and customer awareness of
complains.
46.
5
55%
46
45.
5
45
44.
5
45%
44
43.
5
43
Ye no
s
Interpretation
From this percentage analysis it is found that the 55% of respondents are aware about
company act towards the complains and 45% are not aware.
49
Table 4.1.25 showing classification on the basis of availability of spare parts
Availability of spare parts Number of respondents Percentage

High 59 59%
Medium 31 31%
Low 10 10%
Total 100 100%
Chart 4.1.25 showing classification on the basis of availability of spare parts
10
HIGH
31 MEDIUM
LOW
59
Interpretation
From this percentage analysis it found that 59% of respondents have high availability of spare
parts, 31% are medium and 10% are low.
50
Table 4.1.26 showing classification on the basis of improvements in product attributes.
Area of improvement Number of respondents Percentage

Speed 9 9%
Mileage 63 63%
Outlook 14 14%
Seating position 14 14%
Total 100 100%
Chart 4.1.26 showing classification on the basis of improvements in product attributes.
Series 1
70
63
60
50
40
30
20
14 14
9
10
0
SPEED MILEAGE OUTLOOK SEATING POSITION
Interpretation
From this percentage analysis it is found that 63% of respondents suggested to improve the
mileage attribute, 14% are outlook, 14% are seating position and 9% are speed attribute.
51
4.2 CHI-SQUARE TEST
Hypothesis 1
H0: - there is no significant relationship between performance of Royal Enfield Bikes

and customer preference
H1: - there is a significant relationship between performance of Royal Enfield Bikes

and customer preference
Table 4.2.1 showing Hypothesis 1 Chi-square
Performance * satisfaction Cross tabulation

satisfaction
no yes Total
Performance Low Count 5 5 10
Expected 1.5 8.5 10.0
Count
mediu Count 5 59 64
m
Expected 9.6 54.4 64.0
Count
High Count 5 21 26
Expected 3.9 22.1 26.0
Count
Total Count 15 85 100
Expected 15.0 85.0 100.0
Count
52
Chi-Square Tests
Asymp.
Sig. (2-
Value df
sided)
Pearson Chi-Square 12.566a 2 .002
Likelihood Ratio 10.129 2 .006
Linear-by-Linear 1.337 1 .247
Association
N of Valid Cases 100
Interpretation
Level of significant 5%
Degree of freedom (c-1)(r-1)
=2
Table value 5.991
Calculated value 12.566
The table value of chi-square at 5% level of significants and at degree of freedom 2 is 5.991
The value of chi-square obtained is 12.566. The obtained value is higher than table value
therefore,H0 is rejected and H1 .
Hypothesis 2
Ho: - there is no significant relationship between prestige and customer preference

H1: - there is a significant relationship between prestige and customer preferenc
53
prestige * CP Cross
tabulation
CP
no Yes Total
Prestige Low Count 5 5 10
Expected 1.5 8.5 10.0
Count
Mediu Count 5 47 52
m
Expected 7.8 44.2 52.0
Count
High Count 5 33 38
Expected 5.7 32.3 38.0
Count
Expected 15.0 85.0 100.0
Count
Chi-square Test
Asymp.
Sig.
Value df
(2-
sided)
Association
54
Interpretation
Degree of freedom (c-1)(r-1)
=2
Table value 5.991
The table value of chi-square at 5% level of significants and at degree of freedom 2,is 5.991
The value of chi-square obtained is 10.891.The obtained value is higher than table value
therefore,H0 is rejected and H1 is accepted.
Hypothesis 3
Ho: - there is no significant relationship between mileage and satisfaction
H1: - there is a significant relationship between mileage and satisfaction
Mileage * satisfaction Cross tabulation

satisfaction
no yes Total
Mileage Low Count 5 5 10
Expected 1.6 8.4 10.0
Count
mediu Count 5 70 75
m
Expected 12.0 63.0 75.0
Count
High Count 6 9 15
Expected 2.4 12.6 15.0
Count
Expected 16.0 84.0 100.0
Count
55
Chi-Square Tests
Asymp.
Sig.
Value df
(2-
sided)
Linear-by-Linear .012 1 .913
Association
Interpretation
Degree of freedom 2
Table value 5.991
56
Hypothesis 4
Ho: - there is no significant relationship between engine power and satisfaction

H1: - there is a significant relationship between engine power and satisfaction
Engine power * satisfaction Cross tabulation

Satisfaction
No Yes Total
Low Count 5 5 10
Expected 1.5 8.5 10.0
Count
Engine Mediu Count 5 75 80

power m
Expected 12.0 68.0 80.0
Count
High Count 5 5 10
Expected 1.5 8.5 10.0
Count
Expected 15.0 85.0 100.0
Count
Chi-Square Tests
Asymp.
Sig.
Value df
(2-
sided
)
Linear-by-Linear .000 1 1.000
Association
57
Interpretation
Degree of freedom 2
Table value 5.991
The table value of chi-square at 5% level of significant and at degree of freedom 2,is 5.991
Hypothesis 5
Ho: - there is no significant relationship between price and satisfaction
H1: - there is a significant relationship between price and satisfaction
price * satisfaction Cross tabulation

Satisfaction
no Yes Total
Price Low Count 15 8 23
Expected 3.4 19.6 23.0
Count
Mediu Count 0 66 66
m
Expected 9.9 56.1 66.0
Count
High Count 0 11 11
Expected 1.6 9.4 11.0
Count
Expected 15.0 85.0 100.0
Count
58
Chi-Square Tests
Asymp.
Sig. (2-
Value df
sided)
Association
Interpretation
Degree of freedom 2
Table value 5.991
Hypothesis 6
Ho: - there is no significant relationship between value of money and customer preference
H1: - there is a significant relationship between value of money and customer preference
Table 4.2.6 showing Hypothesis6 Chi-square
Value of money * customer preference Cross tabulation

Customer
preference
Total
No yes
Value of Low Count 5 4 9
money
Expected 1.4 7.6 9.0
Count
59
Mediu Count 5 59 64
m
Expected 10.2 53.8 64.0
Count
High Count 6 21 27
Expected 4.3 22.7 27.0
Count
Expected 16.0 84.0 100.0
Count
Chi-Square Tests
Asymp.
Sig.
Value df
(2-
sided)
Linear-by-Linear .795 1 .373
Association
Interpretation
Degree of freedom 2
Table value 5.991
60
Hypothesis 7
Ho: - there is no significant relationship between after sales service and customer preference
H1: - there is a significant relationship between after sales service and customer preference
After sales service * customer preference Cross tabulation

Customer
preference
Total
no Yes
After sales Low Count 6 4 10
service
Expected 1.6 8.4 10.0
Count
Mediu Count 7 70 77
m
Expected 12.3 64.7 77.0
Count
High Count 3 10 13
Expected 2.1 10.9 13.0
Count
Expected 16.0 84.0 100.0
Count
Chi-Square Tests
Asymp.
Sig.
Value df
(2-
sided)
Association
61
Interpretation
Degree of freedom 2
Table value 5.991
The table value of chi-square at 5% level of significant and at degree of freedom 2 is 5.991
Hypothesis 8
Ho: - there is no significant relationship between after sales service and customer preference
H1: - there is a significant relationship between after sales service and customer preference
Brand image * customer preference Cross tabulation

Customer
preference
Total
No yes
Brand Low Count 5 4 9
image
Expected 1.4 7.6 9.0
Count
Medium Count 5 49 54
Expected 8.1 45.9 54.0
Count
High Count 5 32 37
Expected 5.6 31.4 37.0
Count
Expected 15.0 85.0 100.0
Count
62
Chi-Square Tests
Asymp.
Sig.
Value df
(2-
sided)
Association
Interpretation
Degree of freedom 2
Table value 5.991
Asymp.
Sig.
Value df
(2-
sided)
Association
63
Chi-Square Tests
Asymp .
Sig.
Value df
(2-
sided)
Association
a. 2 cells (33.3%) have expected count less than 5. The
minimum expected count is 1.65.
Engine power * satisfaction Cross tabulation

satisfaction
No yes Total
Engine Low Count 5 5 10
power
Expected 1.5 8.5 10.0
Count
Mediu Count 5 75 80
m
Expected 12.0 68.0 80.0
Count
High Count 5 5 10
Expected 1.5 8.5 10.0
Count
Expected 15.0 85.0 100.0
Count
64
Chi-Square Tests
Asymp.
Sig.
Value df
(2-
sided)
Linear-by-Linear .000 1 1.000
Association
a. 2 cells (33.3%) have expected count less than 5. The
minimum expected count is 1.50.
4.3 ANOVA
ANALYSIS OF VARIANCE (ANOVA)

PRESTIGE * CUSTOMER PREFERENCE
NULL HYPOTHESIS : There is no significant relationship between prestige and customer preference.
ALTERNATE HYPOTHESIS: There is no significant relationship between prestige and customer
preference.
Table 4.3.1 showing ANOVA

prestige
Sum of df Mean F Sig.
Squares Square
Between 15.815 1 15.815 63.662 .000
Groups
Within Groups 24.345 98 .248
Total 40.160 99
INTERPRETATION
From the table, the significant value is .000 which is less than 0.05. So the null hypothesis is rejected and
alternate hypothesis is accepted. Hence it is concluded that there is significant relationship between
prestige and customer preference.
65
4.4 MEAN SCORE ANALYSIS
PEARSON CORRELATION
MILEAGE * SATISFACTION
NULL HYPOTHESIS: There is no correlation between mileage and satisfaction of customers.
ALTERNATE HYPOTHESIS: There is correlation between mileage and satisfaction of customers.
Table 4.4.1 showing Correlations

Mileage Satisfaction
of customers
Pearson 1 .628**
Correlation
Mileage
Sig. (2-tailed) .000
N 100 100
Pearson .628** 1
Satisfaction of Correlation
customers Sig. (2-tailed) .000
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
INTERPRETATION
From the table, the significant value is 0.000 which is less than 0.05. Since the null hypothesis is rejected
and alternate hypothesis is accepted. Hence it is concluded that there is a correlation between mileage and
satisfaction of customers. The correlation co-efficient of 0.628 shows, that there is a strong uphill
(positive) linear correlation between mileage and satisfaction of customers.
66
ROYAL ENFIELD MOTOR BIKE PROVIDED ME PRESTIGE * FACTORS OF PRESTIGE
Table 4.4.2 showing Correlations

Provides me Prestige factor influence me
prestige to purchase
Pearson 1 .895**
Provides me Correlation
prestige Sig. (2-tailed) .000
N 100 100
Pearson .895** 1
Prestige factor Correlation
influence me to
Sig. (2-tailed) .000
purchase
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
INFLUENCE TO ME TO PURCHASE ROYAL ENFIELD

NULL HYPOTHESIS: There is no correlation between Royal Enfield motor bike provided me prestige
and factor of prestige influence to me to purchase Royal Enfield.
ALTERNATE HYPOTHESIS : There is correlation between Royal Enfield motor bike provided me
prestige and factor of prestige influence to me to purchase Royal Enfield.
INTERPRETATION
From the table, the significant value is 0.000 which is less than 0.05. Since the null hypothesis is rejected
and alternate hypothesis is accepted. Hence it is concluded that there is a correlation between Royal
Enfield motor bike provided me prestige and factor of prestige influence to me to purchase Royal Enfield.
The correlation co-efficient of 0.895 shows, that there is a strong uphill (positive) linear correlation
between Royal Enfield motor bike provided me prestige and factor of prestige influence to me to purchase
Royal Enfield.
67
MEAN SCORE ANALYSIS

FEATURES TO IMPROVE- MEAN ANALYSIS AND RANK SCORE
Table 4.5.1 showing MEAN SCORE ANALYSIS
Features to improve Mean Rank

Seating position 1.8512 IV
Speed 1.8667 III
Mileage 2.1000 II
Outlook 2.1667 I
INTERPRETATION
It can be inferred from the table that the mean is high for
the important feature as Outlook with a score of 2.1667
followed by Mileage with a score of 2.1000, followed by
Speed with a score 1.8667, followed by Seating position
with a score 1.8512.
68
CHAPTER 5
FINDINGS, SUGGESTION & CONCLUSION
5.1 FINDINGS
A detailed study was undertaken conducted in “a study on product attributes and customer
preference for Royal Enfield bikes at ABC motors Perinthalmanna”. The collected data from
100 respondents and the data were analysed and interpreted and study came up the following
findings.
 Majority of respondents are belongs to the age group of below25.

 Majority of respondents are malerespondents.
 Majority of customers are graduated/diplomaholders.
 Majority of employees are salariedemployees.
 Majority of the customers from the nuclear type offamily.
 Majority of customers aremarried.
 Income level of majority of respondents are in between100000-150000.
 Majority of customers are moderately prefer prestige as a factor of preference to royal

Enfield bikes.
 Majority of the customers are satisfied with the preference of the royal Enfieldbikes.
 Majority of the customers are satisfied with themileage.
 Majority of respondents are satisfied with the engine power of royal Enfieldbikes.
 Majority of the respondents are satisfied with the price and they affordable to the
price of royal Enfieldbikes.
 Majority of the respondents are satisfied with the value of money and also the paying
back ofmoney.
 Majority of the respondents are satisfied with the after sales service of royal Enfield
bikes.
 Majority of the respondents are influenced by the brand image of royalEnfield.
 Most of the customers are aware about the company act towards any complaints
related to the product andservice.
 Most of the customers are easily available to the spare parts of the royal Enfieldbikes.
 Majority of respondents are want to improve the mileage of royal Enfieldbikes.
In percentage analysis we understand this all the factors are mainly depends to
the customer’s preference towards Royal Enfield bikes
69
 Relationship between prestige and customer preference the factor prestige and customer
preference are related.
 Performance and customer preference related. There is a relationship between the
performance and customer preference towards Royal Enfield bikes.
 The factor mileage and customer preference have relationship.
 The engine power and customer preference are related. There is a relationship between
engine power and customer preference towards royal Enfield bikes.
 The price and customer preference are related to each other.
 After sales service and customer preference are related to each other.
 There is a significant relationship between value of money and customers preference.
 There is a relationship between brand image and customers preference.
Through the analysis we can find all the product attributes such as prestige, engine power,
mileage, price, performance, after sales service, brand image, value of money leads to
customer’s preference.
A particular have good attributes like these, it gives more customer preference to the brand.
70
5.2 SUGGESTIONS
Based on the data analysis, the following suggestions were made:
 Almost all respondents are considering mileage of a bike as a very influential product
attribute. In the case of royal Enfield bikes the attributes mileage is not at all customer
friendly.
 All the respondents have bought their vehicle by ready cash only because of the interest
rate they have to pay for therefore the company may arrange some low interest
installment scheme.
 Mostly young age people alone have interest in royal Enfield and old people don‟t have
an interest because of its weight. Hence the company may try to reduce the weight of
this vehicle.
 The company must periodically improve their factors like mileage, model, comfortable,
price, color, they must add new specialties and actually customers expect this all from
the royal Enfield bikes.
71
5.3 CONCLUSION
Marketing plays an important role in today’s world. The global market competition is growing
day by day. Hence there is a need to know the customer preference and their likes and
dislikes about a particular brand.
Customers always prefer a brand or a particular product in the basis of product attributes.
Among the product attributes which influence customer decision making process with respect
to two wheeler is mileage engine and capacity, maintenance cost, safety, price and
availability of spare parts are high importance to customers. After sales service and brand
image also included in it. It is clear that from this study most of the customers of royal
Enfield are highly satisfied in almost all areas offered by them. Improving the fuel efficiency,
service and advertisement and by introducing new models capable to compete with the
fresher’s in the market. Royal Enfield can easily make the whole customers into highly
delighted customers.
Customer preference is the most important factor in every business. This study explains the
customer’s preference level in royal Enfield bike and the research is overviewed about the
product attributes which leads to purchase. In the case of royal Enfield bikes are customers
especially youngsters most preferable bike. They highly satisfied by the company image,
model and comfortable. These all leads to the brand more identifiable in the market place.
BIBILIOGRAPHY
 A.Jesu Kulandairaj (2013).Information Search and Consumer Decision-Making, IPE Journal of

Management, 3 ( 1), 157-167.
 Customer satisfaction toward bike of Royal Enfield in Moradabad City. (Eshghi,
Haughton and Topi 2007) - www.essay.uk.xom/essays/business/consumer-satisfacion -
loward-bike-royal-enlield-moradabadcity.
 CustomersatisfactiontowardbikeofRoyalEnfieldinMoradabadCity.(Anderson,
Fornell and Mazvancheryl, 2004. www.essay.uk.. com/essays/business/consumer-
satisfacion-toward-bike-royal-enfield-moradabadcity.
 Customer satisfaction toward bike of Royal Enfield in Moradabad City. (Gustafson,
Johnson and Roos. 2005) - www .essay .uk..comtessays/business/consumcr-satisfacion-
toward- bi k e- royal -cnfie Id- moradabadcity.
 Balakrishnan Menon, & Dr. Jagathy Raj V. P. (2011). Conceptualisation of model for studying
consumerpurchase
 behaviour of passenger cars. International Journal of Research in Finance & Marketiing, 1 (5).
Clement Sudhahar J., & R. Venkatapathy. (2005). Automobile purchase - Peer influence in
decisionmaking,
 Haryana. Indian Journal of Marketing, Xxx viii (5), 34 - 39. Dr. Raj A. Jesu Kulandai, & Prof.
Kaviarasu S. John. (2015). Household Characteristics and Buying Behaviour of Two-wheeler
Consumers in Chennai City - A Study. Asian Journal o Research in Business Economics and
Management, 5 (4), 109-121. Dr. Ronald Mani, & Mr. Debasis Tripathy. (2013). A study on
consumer buying behavior towards Two wheeler bikes in context to Indian market.
International Journal of Advanced Research in Management, 4 (1), 65 -73.
 K.Vidyavathi, M. (2012). Consumer lifestyle influence of consumer behaviour with reference to
automobile.
 industry in Chennai, Vol. Issue ZENITH International Journal of Multidisciplinary Research, 2
(4). Kulandairaj, A. (2013). Information Search and Consumer Decision-Making Vol. 3, No 1,
pp . IPE Journal of Management, 3 (1),157-1672013.
 Kumari Santosh A., Reddy Raghunatha D. , & M L Kameshwari. (2205). Consumer buying
behaviour in two - wheeler industry with special reference to Hero Honda Motorbikes. Indian
Journal of Marketing, XXXV (10),12-18.
 M. Sathish, & A. Pughazhend. (2011). iA study on consumer behaviour of automobile products
with special reference to two- wheeler in Tirunelveli City Tamil Nadu. Indian Journal of
Applied Research, I (3),161-163.
 R.Renuka , & Dr. M. K. Durgamani. (2012). A Study On Customer Satisfaction Towards Tvs
ScootyInThanjavurDistrictOfTamilnadu.InternationalJournalofScientificResearch,I(III).
 Rajesh Mahrotra , & Sachin Kumar Sharma. (2012). An Empirical Study Of Buying Behaviour
Of The Two - Wheeler Users In Jaipur district. Asian Journal of Research in Marketing, 1 (5),
24 -35.
BOOKS
C.R.Kothari (1985). Research Methodology, New Age International (P) Ltd..

Publications. New Delhi, First Rdifion.
S.P.Gupta, "Statistical Methods". Sultan Chand & Sons. New Delhi. 2009.
R.S.N.Pillui and Bagavathi, "Marketing Management", Sultan Chand & Sons,

New Delhi, 2013.
Websites
https://www.royalenfield.com/
https://www.slideshare.ne/customer-satisfaction-towards-bikes-of-
royalhttps://en.wikipedia.org/wiki/Royal_Enfield
ANNEXURE
Dear sir/madam,
I am JITHIN RAJ V post graduate student of Dhanalakshmi Srinivasan college of

engineering Coimbatore, undertaking a study on “Product attributes and customer
preference for Royal Enfield Bikes at ABC Motors Perinthalmanna”. This exercise as a
part of my MBA project towards fulfillment the requirements for the completion of the
course.
The information provided by you will be kept confidential and hereby I assure you that the
date provided will be used for this project only. I would be obliged if you could provide me
with some of your valuable time to answer a few questions.
QUESTIONNAIRE
Section A
Name :…………………………………………………
1. Gender Male Female

2. Age of the respondents
Below25
25-30age
30-35age
35-40age
Above40
3. Income of the respondent
Below50000
50000-100000
100000-150000
150000-200000
Above 200000
4. Education
Below 10
Plus two
Degree
PG and above
5. Type of the family
Joint family Nuclear family
6. Job type of the respondent

Business
Profession
Salaried employees
Students
7. Marital status
Single Married
Section 2
8. Using a Royal Enfield motor bike provided me prestige?

High Medium Low
9. The factors prestige provides me a preference to Royal Enfield motor bikes?
Yes No
10. The factor performance provides me a preference to purchase Royal Enfield bikes?
High Medium Low
11. Are you satisfied with the performance of Royal Enfield bikes?
Yes No
12. What is the rate of mileage given by Royal Enfield bikes ?
High Medium Low
13. Are you satisfied with the mileage given by Royal Enfield bike?
Yes No
14. How will you rate the engine power of Royal Enfield bikes is better than otherbrands?
High Medium Low
15. The factors engine power induces me a preference for Royal Enfield Bikes?
Yes No
16. Are you satisfied with the price of Royal Enfield bikes?
High Medium Low
17. Does the price of Royal Enfield bikes affordable to you?

Yes No
18. How will you rate the value of money is a preference to take this particular brand?
High Medium Low
19. Do you think Royal Enfield bike are paying back the value of money?
Yes No
20. How will you rate the after sales service of Royal Enfield Bikes?
High Medium Low
21. Are you satisfied with the after sale service of Royal Enfield Bikes?
Yes No
22. How will you rate the brand image and the influence you to buy this bike?
High Medium Low
23. My opinion Royal Enfield bike has a good brand image in the people mind?
Yes No
24. Do you agree that company acts towards the complaints lodged by the customer?
Yes No
25. How will you rate the availability of gets spare parts of Royal Enfield Bikes?
High Medium Low
26. What is the one thing you wants to improve in Royal Enfield bikes?
Speed
Mileage
Outlook
Seating position

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“A STUDY ON PRODUCT ATTRIBUTES AND

CUSTOMER PREFERENCE FOR ROYAL

In partial fulfillment for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

Department of Management Studies

DHANALAKSHMI SRINIVASAN COLLEGE OF ENGINEERING

ANNA UNIVERSITY: CHENNAI 600 025

Mr. DR.PREETHAMSRIDAR Mrs. R.S. SWATHI

Department of Management Studies Department of Management Studies

Project Viva-Voce examination held on

Place: JITHIN RAJV

I certify that the declaration made above by the candidate is true.

Place: Mrs. R.S.SWATHI

Place: JITHIN RAJV

S.No CONTENT PAGE NO

1.1 Introduction to study 1

1.2 Statement of the Problem 2

1.3 Industry profile 2-9

SL.NO TITLE PAGE

4.2.5 Table showing CHI-SQUARE TEST 57-58

SL.NO TITLE PAGE

1.1 INTRODUCTION TO STUDY

1.2 STATEMENT OF THEPROBLEM

As the competition from several hundred CC two Wheelers is rising, it is interesting

1.3 INDUSTRY PROFILE

Redditch Worcestershire sold motorcycles, bicycles, lawnmowers and stationary engines

sets, a humped race seat, rev counter and a swept-back exhaust.

record to meet 113,000 motorcycle sales.

1.4 COMPANY PROFILE

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

ABOUT ROYAL ENFIELD LTD, INDIA

ABC MOTORS PERINTHALMANNA

Making available a wide range of two-wheelers, ABC Motors at Perinthalmanna,

SERVICE OFFERED BY ABC MOTORS

ABC Motors Perinthalamanna is a sales showroom where two-wheeler enthusiasts

STRUCTURE OR DEPARTMENTS OFORGANISATION

Works in the spares department

1.5 SCOPE OF THESTUDY

1.6 OBJECTIVE OF THE STUDY

1. To know the customers preference towards Royal Enfield Motorcycle

2.1 REVIEW OF LITERATURE

dependability, TRUST, COMFORT, SECURITY, and ACCESS, they're examined in

3. "A Study on Consumer Perception Towards Two-Wheeler Bikes." This study Ls

4. "A Study on Interactive Marketing Communication Tools and Brand Knowledge

5. "A Study on consumer Satisfaction of a particular Branded 2 Wheelers in South

shoppers towards chosen branded 2 wheelers in south Coimbatore town.

8. "A Study on Factors Influencing Purchase Intention of Consumers Towards Two

recreational items) buyers use complex evaluation of multiple alternatives (Hawkins

Sample unit size – 100

3.3 SOURCE OF DATACOLLECTION

3.4 TOOLS USED FORANALYSIS

1. Fix a null hypothesis and an alternativehypothesis.

freedom, the fit is considered asgood.

The study is conducted for a period of 70 days

3.5 LIMITATIONS OF THE STUDY

4.1 SIMPLE PERCENTAGE ANALYSIS

Table 4.1.1 showing classification according to gender

Gender Number of respondents Percentage

Total 100 100