Final Project Praveen Jogi

RANICHANNAMMA UNIVERSITY, BELGAVI
B.V.V.S. SANGHA’S
BASAVESHWAR COMMERCE COLLEGE, BAGALKOT
MASTER OF COMMERCE 2020-21

PROJECT REPORT ON
“A STUDY ON CUSTOMER SATISFACTION WITH

REFERENCE TO ROYAL ENFIELD”
INTERNAL GUIDE EXTERNAL GUIDE

Prof.V.V.NANDRAGI MR.SATYAJEE.R.CHAVAN
SUBMITTED BY
Mr. PRAVEEN JOGI
(MC195622)
DECLARATION
I Undersigned Mr.Praveen jogi hereby declare that I have prepared the

project report entitled “A STUDY ON CUSTOMER SATISFACTION
WITH REFERENCE TO ROYAL ENFIELD AT BAGALKOT”,under the
guidance and direction of Prof.V.V,Nandragi Lecturer of Basaveshwar
Commerce College, PG Department Bagalkot, in partial fulfilment of award of
the Master’s Degree in Commerce from Rani Channamma University Belagavi,
during the academic year 2020-2021.
I further declare that this project is the result of my own efforts and has
not been submitted to any other university or institution for award of any
degree.
Place: Bagalkot Mr.Praveen Jogi

Date: Register No: MC195622
ACKNOWLEDGEMENT
It is my privilege to extend the words of thanks to those people who have helped and
encouraged me in completing this study successfully.
I would like to avail this opportunity to express my gratitude and sincere thanks to
Mr. Satyajeet .R. Chavan Managing Director, Management and staff of BAGALKOT
MOTORS, for giving me permission as well as guidance to undertake my project in their
department on the topic “A STUDY ON CUSTOMER SATISFACTION WITH
REFERENCE TO ROYAL ENFIELD, AT BAGALKOT”.
I express my sincere thanks to Prof. Smt. S. H. Shettar Principal of Basaveshwar

Commerce College for her constant support.
I express my sincere thanks to Prof. K. J. Malagi, Co-ordinator & HOD PG

Department, Basaveshwar Commerce College, Bagalkot for her valuable suggestions.
I express my deep sense of gratitude to the internal guide Prof.V V Nandragi, lecturer,
B.V.V Sangha’s Basaveshwar Commerce College, PG Deparment Bagalkot for his
directions, constant support, motivation and guidance, without which it would be difficult to
finish this task. I also express my gratitude to all the other faculty members of the department
for their help to prepare this report.
I owe debt gratitude to my Parents, the silent guides in my life without whose never
ending support nothing would have been possible. I am really thankful to all my friends and
those who encouraged me to complete this task successfully.
Mr.Praveen Jogi
(Reg.No: MC195622)
CONTENTS
CHAPTER : 1
INTRODUCTION OF THE STUDY
Introduction
Need for the study
Statement of the problem
Objectives of the study
Scope of the study
Limitation of the Study
Research Methodology
Chapter Scheme
CHAPTER: 2
CONCEPTUAL FRAME WORK
Customer Satisfaction
Customer Loyalty
Key Factors
Customer Care & Sales Process
Handling Customer Complaints
SWOT Analysis
CHAPTER: 3
COMPANY PROFILE
Introduction to company
History of Royal Enfield
Board of Directors
Vision
Mission
Objectives
Future Plan
CHAPTER: 4
DATA ANALYSIS & INTERPRETATION
Data Analysis
Interpretation
CHAPTER: 5
FINDING SUGGESTIONS & CONCLUSIONS
Findings
Suggestions
Conclusions
BIBILOGRAPHY
ANNEXURE
CHAPTER – 1
INTRODUCTION
A STUDY ON CUSTOMER SATISFACTION WITH
REFERENCE TO ROYAL ENFIELD
CUSTOMER SATISFACTION
INTRODUCTION:
Customer satisfaction surveys identify areas of your business that do
not meet customer expectations. Not only are customer satisfaction surveys quick and
inexpensive to produce, they are also guaranteed to yield invaluable results. Companies can
then use the data to implement and revise policies and procedures. Surveys designed to gauge
customer satisfaction can be an important first step towards achieving the ultimate goals of
exceptional customer satisfaction, loyalty and retention. They provide a foundation in which
you can start building upon your customer relationships.
The customer is the foundation of any business' success. One of the primary goals of any
marketing strategy should be to identify and meet the needs of the consumer. Considering
customer importance at all stages of the marketing process helps your company to ensure
greater customer satisfaction and increase its long-term goal of repeat business.
Today’s companies are facing their toughest competition ever. These companies can outdo
their competition if they can move from product and sales philosophy to a marketing
philosophy. Companies can go about winning customers and outperforming competitors.
The importance of customer satisfaction cannot be underestimated. After all, customer

satisfaction can impact every aspect of the business from earnings to stock profits. That is
why customer satisfaction surveys are so important. Customer satisfaction surveys measure
and evaluate the attitudes, opinions and satisfaction levels of your customers and clients.
As markets shrink, companies are scrambling to boost customer satisfaction and keep their
current customers rather than devoting additional resources to chase potential new customers.
The claim that it costs five to eight times as much to get new customers than to hold on to old
ones is key to understanding the drive toward benchmarking and tracking customer
satisfaction.
Measuring customer satisfaction is a relatively new concept to many companies that have
been focused exclusively on income statements and balance sheets. Companies now
recognize that the new global economy has changed things forever. Increased competition,
crowded markets with little product differentiation and years of continual sales growth
{REG.NO: MC195622} BASAVESHWAR COMMERCE COLLEGE (PG DEPT), BAGALKOT Page 7

followed by two decades of flattened sales curves have indicated to today's sharp competitors
that their focus must change.
The project is an extensive report on how the ROYAL ENFIELD markets its strategies and
how the company has been able in tackling the present though competition and how it is
scooping up by the allegations of the quality of its products. The report begins with the
history of the products and the introduction of the ROYAL ENFIELD of manufacturing
process, technology, production policy, advertising, collaboration, export scenario, future
prospect and government policies. The report includes some of the key salient feature of
market trend issues.
The feeling of freedom and being one with the Nature comes only from
riding a two wheeler. Indians prefer the two wheelers because of their small manageable size,
low maintenance, and pricing and easy loan repayments. Indian streets are full of people of
all age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of status
by the populace. Thus, in India, we would see swanky four wheels jostling with our ever
reliable and sturdy steed the 2 wheeler.
NEED FOR THE STUDY

Customer satisfaction plays an important role within company. Not only is it the leading
indicator to measure customer loyalty, identify unhappy customers, reduce them and increase
revenue. It is also a key point of differentiation that helps you to attract new customers in
competitive business environments.
In todays world of competition, it is very essential to not only exist but also to excel in the
market. Today’s market is enormously more complex.

Hence to survive in the market, the company not only needs to maximize its profit but also
needs to satisfy its customers and should try to build upon from there.
STATEMENT OF THE PROBLEM

The problem statement of this conflict is to find possible processes. This project had been
mainly taken up to understand the customer satisfaction, buying motives to ensure the
“CUSTOMER SATISFACTION TOWARDS ROYAL ENFIELD” apart from this; it is
needed to understand the new opportunities in the market to improve the customer
satisfaction and sales towards the products.
OBJECTIVE OF THE STUDY

The objectives of the study are as follows:
◼ To study the customers behavior with regards to their BIKE services.

◼ To study the customer satisfaction towards the ROYAL ENFIELD
◼ To study the customer satisfactions towards the ROYAL ENFIELD spare parts and
equipment at Vijay Motors.
To study the customer satisfaction towards services offered by Vijay Motors.
SCOPE OF THE STUDY

The study helped in knowing about the awareness and perception and also the
satisfaction of consumers towards Royal Enfield. This study also helps the management
graduates and fellow researchers who would like to increase their knowledge on the subjects
which might be of help in the near future while looking for works.
LIMITATIONS OF THE STUDY

1. The research was confined within Bagalkot city only; it represents the customer's
satisfaction towards Royal Enfield bikes.
2. The second limitation is that assumptions were made that respondents have disclosed the
correct information.
3. Even among all the respondants some were not so patient to fill the questions given to
them due to lack of time.

Researcher was unable to overcome the above limitations in order to collect

the useful data for the present study. The above limitations in no way affect quality of the
study
RESEARCH METHODOLOGY
The research will be carried out in various phases that constitute an
approach of working from whole to part. It includes subsequent phases trying to go deeper
into the users psyche and develop a thorough understanding of what a user looks for while
buying a bike. The first phase is completely internal where it is stormed over the most
effective route of action, considering that Bullet users in Navi Mumbai are more in number.
The second phase is with some of the seasoned Bikers who have been using Bullets for some
time now and are generally known and respected amongst the Bullet Community. The third
phase is with some respondents who will be interviewed with the help of questionnaire
keeping in mind the time and cost constraints.
TOOLS OF DATA COLLECTION

The information relevant for study was drawn from primary data
collected through survey method, which alone was sufficient. Hence Secondary data was
collected to study successfully.
METHODS OF DATA COLLECTION

a) Primary Data:
In order to find out customer satisfaction regarding bikes of Royal Enfield Primary Data
was collected by personally visiting to the dealerships and
Showrooms. With the help of a well laid questionnaire, I took the feedback from the
customers who were coming for the services of their bikes at the dealerships.
b) Secondary Data:

The secondary Data collection involved internet search, browsing magazines,

newspapers and articles and papers related to the two wheeler industry in India.
Numerous Journals and books related to the topic were also browsed to understand the
dynamics of the industry.
SAMPLING PLAN:
The term sampling plan refers to the investigation of the part of sole
population representing its general qualities as far as possible. Sampling is a tool which
enables us to draw conclusion about the characteristics of the population after studying;
only these subjects or items are included in the sample. Convenient sampling method
was used for the study.
SAMPLING TECHNIQUES:
The sampling technique used for the purpose of this project report was
convenience sampling, which is a non probability sampling. In this kind the respondents
are chosen according to the researcher. The respondents were selected according to
convenience and care.
SAMPLE SIZE:
In this project a sample size of 50individuals was chosen for the study.
RESEARCH DESIGN:
A research design is basis frame work, which provides guidelines for the rest of
research process. It is the map or blueprint according to which, the research is to be
conducted. The research design specifies the method of study. Research design is prepared
after formulating the research problem need to be most suitable to solve the problems.

CHAPTER-2
CONCEPTUAL
FRAMEWORK
CONCEPTUAL FRAMEWORK
Customer Satisfaction
Definition:
Customer Satisfaction is defined as a measurement that determines how happy
customers are with a company’s products, services and capabilities. Customer Satisfaction
information, including surveys and ratings, can help a company determine how to best
improve or change its products and services.
Customer Satisfaction has long been recognised in marketing thought and practice as a
central concept as well as an important goal of all business activities. In fact, there are at least
two different conceptualisations of customer satisfaction, one is transaction – specific and
other is cumulative.
Customer Satisfaction is generally defined as a feeling or judgement by customers

towards products or services used by them, Though Customer Satisfaction is essential for
survival but customers who are retained may not always be satisfied and satisfied customers
always may not be retained.
CUSTOMER LOYALTY
Customer loyalty is defined as “a deeply held commitment to rebuy or repatronize a preferred

product or service consistently in the future, despite situational influences and marketing
efforts having the potential to cause switching behaviour”.
Oliver’s (1997) perspective proposes that loyal customers go through four stages. First is a
cognitive sense (belief). For example, sales promotion or high quality products of a firm for

firsttime purchase consideration attracts a customer. To be loyal, the customer must

consistently confirm that his or her expectations about the goods or services are met. Second
is the affective sense (favored attitude) in which consumers are repeatedly satisfied from
purchasing decisions. Third is the cognitive stage that consumers have a behavioral intention
– committed deeply to buy.
The intention leads to the fourth stage of action. Customers have the desire to overcome
obstacles, e.g., attraction of competitors or price increase by a firm, to achieve the actual
purchase behavior (Oliver, 1997). With loyal customers, companies can maximize their
profits.
Loyal customers are willing to:

(1) Purchase more frequently (price insensitivity),
(2) try the firm’s new products or services (repurchase intention),
(3) Recommend products and services to others (word-of-mouth), and
(4) Give companies suggestions (complaint behavior) (Reichheld& Sasser, 1990).

Furthermore, Zeithaml, Berry, and Parasuraman (1996) propose a comprehensive multi-
dimensional framework to measure customer loyalty. In their research, loyal consumers have
(1) High purchase intention (repurchase intention),
(2) Less price sensitivity (price insensitivity),
(3) Feedback to the firm (word-of-mouth, complaint behavior),
(4) Do more business (frequent purchase and no switching behavior)
BENEFITS OF A CUSTOMER SATISFACTION SURVEY :

• It’s a leading indicator of consumer repurchase intentions and loyalty
• It’s a point of differentiation
• It reduces customer churn
• It increases customer lifetime value

• It reduces negative word of mouth
• It’s cheaper to retain customers than acquire new ones
KEY FACTORS:
a) Department wise Capability of the supplier
b) Technological and engineering or re-engineering aspects of product and services
c) Types and quality of response provided by the supplier
d) Supplier’s capability to commit on Deadlines and how efficient they are met
e) Customer service provided by the supplier
f) Cost, Quality, Performance and efficiency of the product
g) Suppliers ability manage whole customer life cycle.
CUSTOMER CARE &SALES PROCESS

Marketing network:
You can feel the pulse of your customers, only if you get close to them. This
thought process has driven Royal Enfield to set up has a wide network of 11 Brand Stores,
180 dealers in all major cities and towns, and over 100 Authorized Service Centre. The
Company also exports motorcycles to 42 countries like the USA, Japan, UAE, Korea,
Bahrain, UK, France, Germany, Argentina and many other countries through 40 importers
and over 300 dealers across the globe
HANDLING OF CUSTOMER COMPLAINTS

 Information recorded accurately in complaint log
 Recognised complaint handling procedure are followed
 Relevant department or personnel consulted
 Follow up to ensure everything is resolved-record action in log
 Log reviewed to see if on going/multiple complaints being received and what steps can be
taken to rectify.
 In making complaints, some customers portray the following characteristics
a) Lack of gracious social skills to communicate properly

b) Nervousness
c) Harshness
d) Very emotional
e) Rudeness
f) Unreasonableness
STEPS TO BE TAKEN BY COMPANY TO SOLVE PROBLEMS
ORGANISATIONAL CHART
GENERAL MANAGER
(Proprietor)
Sales Manager Service Manager Account manager
Showroom In charge Service Supervisor Accountant
Team Manager Service Staff Assistant Accountant
S Representative
Sales

SWOT ANALYSIS OF ROYAL ENFIELD:

STRENGTH
1. Size and scale of parent company
2. Effective Advertising Capability
3. High emphasis on Research and Development
4. Established brand name in the cruiser market
5. Established market distribution channel 6. Exports motorcycles to 31 countries like the

USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other
countries
WEAKNESS
1. Weight of the motor cycle can be an issue for few customers.
2. Mileage of high cc bikes is an issue
OPPORTUNITY
1. Two-wheeler segment is one of the most growing industries
2. Export of bikes is limited i.e. untapped international markets
THREATS
1. Strong competition from Indian as well as international brands
2. Dependence on government policies and rising fuel prices
3. Better public transport will affect two-wheeler sales

MEASURING CUSTOMER SATISFACTION:

Although the customer centred firm seeks to create huge customer satisfaction
that is not its main goal. If the company increases customer satisfaction by lowering its prices
or increasing its services, the result may be lower profits.
The company might be able to increase its profitability by means other than increased
satisfaction.
For example, by improving manufacturing process or investing more in R&D.
When customers rate their satisfaction with an element of the

company’s performance say delivery the company needs to recognize that customers vary in
how they defined good delivery. It could mean early delivery, on time delivery order
completeness, and so on. At if the company had to spell out every element in detail,
customers would face a huge survey questionnaire. The company must also realize that two
customers can report being “highly satisfied” for different reasons, one may be easily
satisfied most of the time & other might be hard to please but was pleased on this occasion.

CHAPTER-III
COMPANY
PROFILE
HISTORY OF ROYAL ENFIELD

ROYAL ENFIELD INDIA LTD
Classic Bikes with power for leisure riding is what a Royal Enfield bike stands
for, and Royal Enfield leads this segment of the market in India by leaps and bounds. Its
exquisite range of motorcycles combines distinctive styles with power, riding comfort and
ruggedness to deliver a unique motorcycling experience.
THE BEGINNING
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and
stationary engines under the name Royal Enfield out of its works based at Redditch,
Worcestershire. The legacy of weapons manufacture is reflected in the logo comprising the
cannon, and the motto "Made like a gun". Use of the brand name Royal Enfield was licensed
by the Crown in 1890
HISTORY OF THE COMPANY

Mid 19th century England The firm of George Townsend & Co. opened its
doors in the tiny village of Hunt End, near the Worcestershire town of Redditch. The firm
was specialized in sewing needles and machine parts. In the first flush of enterprise, flitting
from one opportunity to another, they chanced upon the pedal-cycle trade. Little did they
know then that it was the beginning of the making of a legend. Soon, George Townsend &
Co. was manufacturing its own brand of bicycles. And in 1893 its products began to sport the
name “Enfield” under the entity Enfield Manufacturing Company Limited with the trademark
‘Made Like a Gun’.
PROFILE OF THE ORGANIZATION

Royal Enfield is the makers of the famous Bullet brand in India.
Established in 1955, Royal Enfield (India) is among the oldest bike companies. It stems from
the British manufacturer, Royal Enfield at Redditch. Royal Enfield has its headquarters at
Chennai in India. Bullet bikes are famous for their power, stability and rugged looks. It
started in India for the Indian Army 350cc bikes were imported in kits from the UK and
assembled in Chennai. After a few years, on the insistence of Pandit Jawaharlal Nehru, the

company started producing the bikes in India and added the 500cc Bullet to its line. Within
no time, Bullet became popular in India. Bullet became known for sheer power, matchless
stability, and rugged looks. It looked tailor-made for Indian roads. Motorcyclists in the
country dreamt to drive it. It was particularly a favourite of the Army and Police personnel. In
1990, Royal Enfield ventured into collaboration with the Eicher Group, a leading automotive
group in India, in 1990, and merged with it in 1994. Apart from bikes, Eicher Group is
involved in the production and sales of Tractors, Commercial Vehicles, and Automotive
Gears. Royal Enfield made continuously incorporating new technology and systems in its
bikes. In 1996, when the Government of India imposed stringent norms for emission, Royal
Enfield was the first motorcycle manufacturer to comply. It was among the few companies in
India to obtain the WVTA (Whole Vehicle Type Approval) for meeting the European
Community norms. Today, Royal Enfield is considered the oldest motorcycle model in the
world still in production and Bullet is the longest production run model.
COMPANY RPOFILE:
Industry Automotive
Founded 1955; 64 years ago (as Enfield)
Headquarters Chennai, India
Key people •Vinod K. Dasari (CEO)
Products List of Royal Enfield motorcycles
Production output 846,000 units (2018)
Revenue ₹8,965.00 crore(US$1.3 billion) (2018)
Operating Income ₹2,808.00 crore(US$410 million) (2018)
Net Income ₹1,960 crore(US$280 million) (2018)
Parents Eicher Motors
Website royalenfield.com

THE EARLY YEARS

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

The grandfather of the bullet was first produced by Royal Enfield in
1931: a four valve single cylinder was introduced, given the name “BULLET” in 1932. it had
an inclined engine and exposed valve gear. The 1935-G model was the first that assumed the
modern look, with vertical cylinder, cast in pushrod tunnel and eventually fully enclosed
valve gear. It has a gear- driven magneto and double ended eccentric oil pump. Over the next
few years the single would sport two, three and four valve cylinder heads.
1948: The first 350-bullet roadster was introduced. Although it was similar in many ways to
the 1935-G model bullet, it was a new motorcycle with many design innovations. It was the
first British production bike with a rear swing arm. It also had an oil filter (with integral oil
tank in the crankcase behind the crank) and alloy primary chain case. It was a two- valve
pushrod design in semi unit style, with gearbox bolted to crankcase. Rubber kneep ads were
on the gas tank. It had four gears (one up, three down like most British bikes of that era-
apparently triumph was the oddity with high gears up). A trials / scrambler model was also
introduced.
1949: The sports model had an unsprang front mudguard.
1951: Modifications include smaller front mudguard and silencer, alloy speedometer nacelle
and modified fork ends.
1952: A crankcase breather was fitted plus a side stands. Trials model gets alloy barrel.
Apparently only 16350 bullets made this year. A prototype 500-cc model is shown in an
industry motorcycle show.

1953: The 500 cc roadster model is introduced. The 350cc was upgraded to include changes
designed for the 500cc improved bottom end with four main bearings, improved lubrication
system, modified frame, larger rear brake, single pilot light under headlamp.
1954: A new casquette (nacelle with speedometer, headlight and twin sidelights) replaces
headlamp bracket. The exhaust angle and rear spring and shock are changed. The 350 got a
frame lug changed. The 350 got a frame lug change. Armstrong units were adopted for
suspension, giving 50 percent more movement.
1955: Camshaft upgrade. The concentric kicks start and gear changes ever on the gearbox,
plus the air filter are changed. The front brake gets a twin, full width hub, and brake. The 350
get amonobloc carb. The benchy (dual) seat is now standard, although the single saddle seat
was still available. Around this time, the 500cc bullet was also sold in America as the Indian
“woodsman” In 1955 the Indian government needed a solid and reliable motorcycle for its
police and army, in particular to patrol the rugged border highways. The bullet was chosen as
the most suitable bike for the job. The Indian government ordered 800 of the 350cc models
beyond the company’s ability to fill at the time. With more orders from India looming, the
company sold its design to Enfield India, a subsidiary firm in madras, India to start
manufacturing them. There was some retooling and redesign done at the English plant
(Redditch) in 1955 to modernize the bullet (including changes in the gear ratios in 1959).
Between 1956 and 1960, the bullet was released in several models, including a 350cc trials
“works replica” version and a 350cc “clipper” model. Technically the engines and power
trains were the same (except for bore size) and the only differences were in exhaust, seating,
and instrumentation. Handlebars and gas tank. A lot of technical improvements were also
making in that time, including moving to alternator charging (1956) and coil ignition (1960).
The 350cc model continued in production, but the 500cc model was dropped in 1961. An
“airflow” model was also made briefly, with a fairing.
1956: Both models underwent several improvements in a new frame and air filter housing,
battery/ toolkit bow. The engine got a wider floating big-end bush and cylinders head
changes (separate rocker boxes retained) and stronger bottom end. The 500 dual seat was
introduced by the Modern Indian Enfield which uses the post- 56 (with metric bearing sizes).
And even it used the earlier frame. 1956 Saw an all-welded, brazed-lug frame introduced, and
also sent to India.

1957: Quick-detach rear wheel was introduced as an option. The air filter was enlarged. The
350cc got an alternator. The bullet is now fully manufactured in India under the license, at
Anna Salai; near Chennai. The tooling equipment was also sold to make the 350cc bullet in
India in 1958. Later the Indian firm upgraded to make the 500cc model as well (one printed
source says tooling for both models was sold to India in 1967 but most agree it was 1957).
By this time the English company was under different ownership and that year
they closed the Redditch factory where bullets were manufactured, and hence all the possible
remaining tooling equipment’s were sold to Chennai at that time, but they certainly had
manufacturing equipment in India a decade ago. On source, Peter Snidal, says that there were
“Moto Cross”(MX) bullets made in this period. The 350 had a cast aluminium head and the
500 cc an iron barrel. Apparently two 350s and two 500cc were imported into Vancouver by
Frank Carr in 1957. Carr succumbed to cancer shortly after they arrived and his business
stood down at that time. The entire MX bullet that came into Vancouver in 1957 had Lucas
Magdynos on them. They also were equipped with quick-detachable lights and number
plates on the rear frame, plus high straight pipes as well. They were very fast bikes. The 350
would blow away just about anything on the street up to 70mph or so. He says they were
essentially the bikes that he saw advertised in cycle magazines of the time as the Indian
woodsman and warrior-competition models. They were very fast bikes, Snidal writes. “The
350 would blow away just about anything on the street up to 70mph or so. In fact, I not only
saw the original owner of one of them to do it to just about all of us, at one time or another,
including a 500Velo Venom, which was the 2nd fastest (after that day) in our little pack, but
also 350 Vipers, (both of them) and everything else came up again. A few years later, I got
hold of it, and Rebuilt/Restored it, and once again blew away TR6‟s with impunity. It had
very radical cams (straight up, open a long time, straight down-the ramps were so steep is
looked like they’d just am the camp followers -and the 350‟s came with a 15:1 piston”).
1959: Smaller 17-inch wheels. Coil ignition. Optional Airflow fairing with deeper front
mudguard. Forks modified. Oval oil pump cover plates on 500cc. 30cc got larger, re-shaped
3.75-gallon gas tank, chain enclosure and larger, wider seven-inch front brake (the 500
retained its six inch twin drum brake). New stylish gas tank, trials model gets heavier fly
wheels, and exhaust is tucked away, but continues with magneto.

1960: huge, one –piece alloy cylinder head (big head) casting plus new, larger „chunky‟ tank
for 500. This is also the engine design used for the India Enfield bullet, coil ignition is
introduced.
The Royal Enfield fury, produced at this time for the US market, is essentially
the same bike as the Bullet (both 350 and 500cc models), capable of reaching the 100 mph
mark (a f 350cc Enfield tuned by Steve Lindsell in the late 1970s reached 95.64 mph). It
deferred from the bullet by having a the bullets iron and a higher compression piston (8:9:1
instead of 7:3:1 ). It also had a flange for mounting an optional rev counter, an 18 – inch rear
and 19-inch front wheel. Between 1959 and 1963, only 191 machines were made.
The 500cc boasted a 40bhp output, up from the UK models production of

27bhp. A 600cc model was also made for a short period.
1961: Detachable end – cap fishtail silencer, trials model discontinued except by special
order.
1962: Deeper rear mudguard. Both 350 and 500 models discontinued. The UK Company was
sold in 1962 and the bullet line discontinued. Enfield India continued to churn out bullets just
the way they were made in England in 1955. Forty years later they still d o, with a few
minor modifications (signal lights, a 28m Mikuni card, 12-volt electric‟s a better bench seat
and in 1990. twin leading – shoe brakes). While not the largest motorcycle manufacturer in
India (they rank about third, producing around 18,500 bikes a year but have plans to increase
that to 25,000) they are one of its oldest. Initial attempts to import 350 bullets into the UK in
the 1970‟s (by the Slater brother and later Evesham motorcycles – according to one source
the actual date of the first re-introduction was 1977), were unsuccessful. The bike wasn‟t up
to par and the exchange r ate wasn‟t very good. So they were not as inexpensive as they are
today. The Indian company had little interest in making changes the few sales exports could
garner.
In 1986, Raja Narayanan, a UK civil servant, returned to his home in India and
started an export farm for the company to bring the bullet back into England. He got his first
350 into England that year. He was responsible for many of the production change that
improved sales and quality over the years. He responsible for many of the production changes
that improved sales & quality over the years. It was the prodigal son returning home.

The bike appeared in UK motorcycle shows in 1989 and at the classic bike
show in Stafford in 1990. Canada started importing them three years ago, and the US in 1995.
Twenty countries now import them. In late 1995, the Indian firm finally acquired the name
Royal Enfield as their own. The Canadian importer started putting the new decals on the tank
in early 1996. Recently Swiss engineer fritz Egli has been working with Enfield to improve
production for exports models. He also designed performance improvements for his own
retail sales bullets and has been discussing a five-speed transmission with the company. He
designed a 535cc version, which produces 45bhp and 624cc racer (47c.bhp with a top speed
to 160dph, 100 mph neither one has made it to North America….yet).
THE EICHER CHAPTER

In 1990, Enfield India entered into a strategic alliance with the Eicher
Group, and later merged with it in 1994. It was during this merger that the name Enfield India
changed to Royal Enfield. The Eicher Group is one of India's leading automotive groups with
diversified interests in the manufacture of Tractors, Commercial Vehicles, Automotive Gears,
Exports, Garments, Management Consultancy and Motorcycles. Since then, the Company has
made considerable investments in modernizing its manufacturing technology and systems.
In 1996, when the Government decided to impose stringent norms for

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

To manufacture quality bikes that are well known worldwide for their
reliability and toughness state-of-the-art infrastructure is required, and that is just what Royal
Enfield has done at their Chennai manufacturing facility. An active in-house Research &
Development wing is constantly at work to meet changing customer preferences and the
challenges of Indian and International environment standards. When introducing a new
product, this team undertakes all related planning which includes a rigorous customer contact
program, design, concurrent engineering and testing processes. The Motorcycle Design team

at Royal Enfield is well equipped with high-end CAD/CAM workstations and the latest
modeling software. Top-notch designers work continuously to come up with innovative bikes
designs to meet the market expectations. Continuous rigorous testing of motorcycles and
components is carried out in the Product Development testing lab to come up with more
improvements in enhancing the customer experience
MANUFACTURING
Royal Enfield's manufacturing operations go through a series of
modernization and improvement efforts, with a number of automated processes. The
Company has put in place modern manufacturing practices like Cellular layouts, Statistical
process controls and Flexible manufacturing systems.
The Chennai manufacturing facility has received the ISO 9001 certification
and for managing its operations in a clean and safe environment, it has obtained the ISO
14001-quality certification and kaizens are implemented to ensure the quality levels are kept
at an ever rising pace.
Royal Enfield ensures that all the components used in the bikes are sourced
from the best vendors in the Indian automotive industry, who are geared to supply according
to the Company’s stringent quality standards. The company works closely with all of its
suppliers, giving them technical and managerial support while maintaining practices like
Direct-On-Line and Vendor SelfCertification.

BOARD OF DIRECTORS
Sl.no Name Designation

1 Mr.S.Sandilya Chairman – Non-Executive Independent Director
2 Mr.Siddhartha Lal Promoter -Executive managing Director
3 Mr.Priya Bart Non – Executive Independent Director
4 Mr.Prateek Talan Non – Executive Independent Director
5 Ms.Manvi Sinha Non – Executive Independent Director
6 Mr.M.J.Subbaiah Non – Executive Independent Director
DIFFERENT BIKES OF ROYAL ENFIELD

1) ROYAL ENFIELD CLASSIC
For: City riders who take on the highways occasionally. Perfect for
tarmac roads.
Probably the most popular among all the Enfield Bikes, the Royal Enfield
Classic is the modern version of the Bullet. It comes with loads of low-end torque and is ideal
for city and occasional highway travel. The retro-modern design of the bike has made it a hot
favourite among the youth It comes with paint shades like Desert Storm, Battle Green,
Squadron Blue and an all Chrome look. Powering the bike are two engine options, the 350 cc
and the 500 cc engines that are found on a host of other bikes in the company’s model lineup.

2) ROYAL ENFIELD THUNDERBIRD
For: Great Cruising ability. Perfect for those who love going on long rides
The Royal Enfield Thunderbird is a proper cruiser with all the

necessary bling. In fact, it was among the first proper cruisers to be launched in India under
the Rs. 2 lakh price bracket. It carries the typical Royal Enfield old school looks along with a
comfortable riding position that makes it the perfect choice for long-distance travellers.
Though it is quite heavy and might need some muscle power while riding on twisty hills, it
makes it up with it comfort and Thump. IT comes in both 350 cc and 500 cc variants.
3) ROYAL ENFIELD THUNDERBIRD X
For: The ultimate city smart Enfield bike. Perfect for college goers and city
use
The Royal Enfield Thunderbird X is the more stylish version of the regular
Thunderbird. It is targeted towards the youth and those who want a stylish bike for city usage.
It gets different saddle and handlebars from the regular Thunderbird and is quite stylish to
look at. Also, it comes with factory fitted blacked out alloy wheels which further add to its
funky nature. Offered in some chic shades, the Thunderbird X is the bike for you if you want
a stylish city smart bike without the added heft of a cruiser. It also comes with both 350 cc
and 500 cc engine options.

4) ROYAL ENFIELD BULLET
For: The original old school Bullet looks and character. Also a good city
bike
The Royal Enfield Bullet is the oldest motorcycle series to be in continuous

production in the world. It still looks more or less the same as it was a few decades back. It
can be termed as the perfect modern-retro bike for city use. The bike is powered by two
engine options, 350 cc and 500 cc, among which the former is more popular in the market
and is also the most affordable bike in the company’s lineup. It is the best for people who are
purists and want to stay within city limits.
5) ROYAL ENFIELD HIMALAYAN
For: People who seek adventure and want a go anywhere bike
The Himalayan is the most affordable adventure bike that you can buy
in the Indian market. The Himalayan is quite popular among enthusiasts and Royal Enfield
launched a new version of the bike with critical changes that increased its reliability. The is

powered by an all-new 411-cc LS engine that develops a maximum of 23 Bhp. The

Himalayan gets 220 mm of ground clearance and has the capability to hook your luggage
panniers and jerry cans to it. It is the bike that will take you to extreme locations.
6) ROYAL ENFIELD BULLET TRIALS
For: Its Scrambler looks and capabilities. Cheapest scrambler in India
The recently launched Royal Enfield Bullet Trials is a scrambler themed motorcycle that gets
several aesthetic changes on it. Based on the Bullet series, the Trials gets both 350 cc and 500
cc engine option while the power and mechanical configuration stays the same. If you are an
adventure seeker and love to take your bike wherever your mind wanders, this is the bike for
you. It even gets a large loading rack at the rear to help carry baggage during long rides.
7) ROYAL ENFIELD INTERCEPTOR
For: Smooth and elegant twin-cylinder bike. Best for those who want an
all-rounder
The Royal Enfield Interceptor 650 is a gem of a bike and is among the
first of the upcoming new age bikes from the company. It is powered by a 648 cc air-oil
cooled, parallel twin engine produces a maximum power of 47 Bhp and torque of 52 Nm. It

will be perfect for people who want a fast bike for daily use and an occasional ride on open
highways. It has got a very comfortable riding position and has all the power you would want
from it. It also gets a slipper clutch, which is an added bonus.
8) ROYAL ENFIELD CONTINENTAL GT 650
For: Enthusiastic riders with a sense of style
The retro-looking cafe racer styled Continental GT 650 is the

cheapest of its kind bike in the Indian market. It offers an aggressive seating position and is
quite fun to ride. It gets the same 650-cc, air plus water cooled engine and produces a similar
power and torque figure as its twin, the Interceptor 650. It is also the most powerful bike in
its price range and offers great performance along with comfort and style. The Continental
GT 650 loves to be pushed and is the perfect bike for sporty riders.
9) CAST IRON ROYAL ENFIELD
For: Purists and enthusiasts who value vintage bikes
The older generation Royal Enfield Bullets, called the Cast Iron Bullets one of the most
problematic yet most loved bikes by the company. They are not available in the market
anymore but used examples can be easily bought. The cast iron Royal Enfield bikes have
their own special way of doing things and feature the famed ‘wrong’ sided gear lever and

brake lever. Although they were infamous for their unreliability, they were pretty good
charmers and had a mood of their own.
ROYAL ENFIELD REVVING UP

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

Apollo Auto India Awards 2010: Best Brand
- Zigwheels.com Viewers Choice Bike of the Year 2009
- Zigwheels.com Bike of the Year above 251cc
- NDTV Profit Car & Bike Awards 2010,2012-13: Motorcycle of the Year above 250 cc.
- NDTV Profit Car & Bike awards 2010,2012-13: Best PR Communications Team

KEY PLAYERS IN THE TWO-WHEELER INDUSTRY:

There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor
Company Ltd (TVS).The other key players in the two-wheeler industry are Kinetic Motor
Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors
India Ltd (Yamaha Scooterettes/Mopeds.), Majestic Auto Ltd (Majestic Auto), Royal Enfield
Ltd(REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
THE FACTORS FOR THE GROWTH OF INDIAN MOTORCYCLES:

• The Gross Domestic Product has grown to 8%
• The average family income has increased
• The finance have become easier to access
• The reduction in taxes and duties
• Introduction of international standards in India
• The economic and fuel-efficient engines
• The teenager and the youth using more and more motorcycle

CHAPTER-IV
DATA ANALYSIS &
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

Proceeding chapters were addressed to the varied techniques of data collection
and the methodological rational underlying them. The question that naturally follows is; what
is to be done with data that are collected? In this chapter we shall deal with that question.
Analysis of data involves a number of closely related operations that are
performed with the purpose of summarizing the collected data and organizing these in such
manner that they will yield answer to the research question.
TABLE - 1
TABLE SHOWING - THE AGE GROUP OF RESPONDENTS
Sl.No Age Group No. Of Respondents Percentage
1 18 – 25 years 22 44%
2 26 – 29 years 15 30%
3 30 – 35 years 9 18%
4 36 years and above 4 8%
Total 50 100%
AGE
45%
40%
35%
30%
25% 44%
20%
30%
15%
10% 18%
5% 8%
0%
18 – 25 years 26 – 29 years 30 – 35 years 36 years and above
18 – 25 years 26 – 29 years 30 – 35 years 36 years and above

Interpretation :-
From the above graph it is clear that 100% respondents lies between 18 – 25 years only.
It is revealed that all of respondent are between 18 to 25 because the choosen “UNIVERSE”
is College Campus.
TABLE-2
TABLE SHOWING – THE ANNUAL INCOME OF THE
RESPONDENTS
Sl.No Annual Income No. Of Respondents Percentage
1 Less than 1,00,000 03 06%
2 1,00,000 – 1,50,000 09 18%
3 1,50,000 – 2,00,000 15 30%

4 2,00,000 and above 23 46%
Total 50 100%
INCOME 8%
15%
INCOME, Total,
100%, 50% 9%
18%
Below 1year 1year to 2years 2 years to 3years More than 3 years Total

Interpretation :-
From the above graph it is clear that 17% of the respondents had annual income of less
than1,00,000 , 23% had income between 1,00,000 – 1,50,000 , 17% had income between
1,50,000 – 2,00,000 and remaining 43% had income above 2,00,000.
It shows that Royal Enfield is placing their products in the appropriate and reasonable price
range and the people of income bracket above 1,00,000 can easily afford this bike.
TABLE - 3
TABLE SHOWING – HOW LONG HAVE YOU BEEN CUSTOMER OF
ROYAL ENFEILD
Sl. No Usage No. Of Respondents Percentage
1 Below 1year 08 16%
2 1year to 2years 15 30%
3 2 years to 3years 09 18%

4 More than 3 years 18 36%
Total 50 100%
USAGE
40%
35%
30%
25%
20% 36%
30%
15%
10% 16% 18%
5%
0%
8 15 9 18
8 15 9 18

TABLE - 4
TABLE SHOWING – SALES TEAM HAVE GIVEN BREIF
INSTRUCTION ABOUT THE VEHICLE DURING PURCHASE
Sl. No Answer No. Of respondents Percentage

1 YES 43 86%
2 NO 07 14%
TOTAL 50 100%
ANSWER
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
YES NO

TABLE - 5
TABLE SHOWING – THE MODEL OF BIKES USED BY THE
RESPONDENTS
Sl. No Model No. Of Respondents Percentage
1 Classic 350/500 28 56%
2 Bullet 350/500 14 28%
3 Thunderbird 350/500 03 6%
4 Others 05 10%
Total 50 100%
MODEL OF ROYAL ENFIELD BIKES
60%
50%
40%
30%
20%
10%
0%
Classic 350/500 Bullet 350/500 Thunderbird Others
350/500
% of Respondents 56% 28% 6% 10%

TABLE - 6
TABLE SHOWING – HOW THE RESPONDENTS CAME TO KNOW
ABOUT THE ROYAL ENFIELD BIKES
Sl.No Media No. Of Respondents Percentage

1 News Papers 03 6%
2 Advertisements 18 36%
3 Friends/ Relatives 23 46%
4 Others 06 12%
Total 50 100%
MEDIA
12%
6%
36%
46%
News Papers
Advertisement
Friends/ Relatives
Others

TABLE - 7
TABLE SHOWING – RATE FOR YOUR SATISFACTION LEVEL
WITH RESPECT TO AFTER SALES SERVICE OF YOUR ROYAL
ENFIELD BIKE
Sl. No Level Of Satisfaction No. Of Respondents Percentage

1 Highly Satisfied 21 42%
2 Satisfied 19 38%
3 Dissatisfied 08 16%
4 Highly Dissatisfied 02 04%

Total 50 100%
LEVEL OF SATISFACTION
Highly Highly
Satisfied Dissatisfied
Satisfied Dissatisfied
% of Respondent 42% 38% 16% 4%

TABLE - 8
TABLE SHOWING – THE OPINION OF RESPONDENTS TOWARDS
THE IMPROVEMENT IN ROYAL ENFIELD BIKES
Sl. No Opinion No. Of Respondents Percentage
1 Speed 13 26%
2 Mileage 20 40%
3 Look 06 12%
4 No Need To Change 11 22%
Total 50 100%
% of Respondents
% of Respondents,
40% Mileage, 40%
% of Respondents,
35% Speed, 26% % of Respondents, No
30% need to change, 22%
25%
% of Respondents,
20%
Look, 12%
15%
10%
5%
0%
Speed Mileage Look No need to change
Speed Mileage Look No need to change

TABLE - 9
THE IMPROVEMENT IN ROYAL ENFIELD BIKES SALES IN LOCAL
MARKETS
Sl.No Opinion No. Of Respondents Percentage
1 Advertise More 09 18%
2 Provide Better Service 04 08%
3 Improve Quality 12 24%
4 Should Reduce Prices 17 34%

5 No Need To Improve 08 16%
Total 50 100%
OPINION
35%
30%
25%
20%
15%
10%
5%
0%
Advertise Provide Improve Should No Need To
More Better Quality Reduce Improve
Service Prices
% of Respondents 18% 8% 24% 34% 16%

TABLE -10
TABLE SHOWING – THE PERCEPTION OF THE RESPONDENTS
TOWARDS ROYAL ENFIELD WHEN COMPARED TO OTHER BIKES
Sl. No Perception Level No. Of Respondents Percentage
1 Excellent 12 24%
2 Good 26 52%
3 Average 09 18%
4 Poor 03 06%
Total 50 100%
PERCEPTION LEVEL PERCEPTION

PERCEPTION LEVEL, Excellent,
LEVEL, Poor, 6%, 24%, 24%
6%
PERCEPTION
LEVEL, Average,
18%, 18%
PERCEPTION
LEVEL, Good, 52%,
52%

TABLE - 11
THE MAJOR BARRIER FOR NOT PURCHASING ROYAL ENFIELD
BIKES BY NON- BULLET RIDERS
Sl. No Major Barriers No. Of Respondents Percentage
1 High Maintenance 15 30%
2 High Price 11 22%
3 Poor Promotion 04 08%
4 Low Mileage 13 26%
5 Noisy Vehicle 07 14%
Total 50 100%
MAJOR BARRIERS
30%
25%
20%
15%
10%
5%
0%
High High Price Poor Low Mileage Noisy
Maintenance Promotion Vehicle
% of Respondent 30% 22% 8% 26% 14%

TABLE - 12
TABLE SHOWING – THE ROYAL ENFIELD BIKES ARE SERVING
BETTER THAN OTHER BRAND OF BIKES
Sl. No Answer No. Of respondents Percentage
1 YES 35 70%
2 NO 15 30%
TOTAL 50 100%
80%
70%
60%
50%
40%
30%
20%
10%
0%
YES NO

TABLE - 13
TABLE SHOWING – THE RESPONDENTS SERVICING PLACES OF
ROYAL ENFIELD BIKES
Sl. No Service Place No. Of Respondents Percentage
1 Showroom 21 42%
2 Well Know Bullet Mechanic 17 34%
3 Nearby Garage 10 20%
4 Other Service 02 04%
Total 50 100%
SERVICE PLACES
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Showroom Well Know Nearby Garage other service
Bullet Mechanic

TABLE - 14
TABLE SHOWING – THE OPINION TOWARDS CHANGE IN THE
VERSION OF ROYAL ENFIELD BIKES
Sl. No Version No. Of respondents Percentage
1 NEW VERSION 34 68%
2 OLD VERSION 16 32%
TOTAL 50 100%
80%
70%
60%
50%
40%
30%
20%
10%
0%
NEW VERSION OLD VERSION

TABLE - 15
TABLE SHOWING – THE OPINION THE ROYAL ENFIELD BIKES
ARE BETTER IN THE WAY
Sl. No Reason No. Of Respondents Percentage
1 Better fuel efficiency 11 22%
2 Design and Comfort 24 48%
3 Maintenance cost 05 10%
4 Better performance 10 20%
Total 50 100%
SERVICE PLACES
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Better fuel Design and Maintenance Better
efficiency Comfort cost performance

TABLE - 16
TABLE SHOWING – THE OPINION OF RECOMMENDATION
ABOUT ROYAL ENFIELD BIKES TO FRIENDS AND FAMILY
Sl. No RECOMMENDATION No. Of respondents Percentage
1 YES 45 90%
2 NO 05 10%
TOTAL 50 100%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
YES NO

CHAPTER-V
FINDING
SUGGESTIONS &
CONCLUSIONS
FINDING
The sample picked from the population of users of two wheelers of Royal Enfield has thrown
a new look into satisfaction of customers. The findings are as follows
 The study has shown that all the respondents are students. It means the Royal Enfield
Bikes are attracting the youths.
 It is clear that most of the users of Royal Enfield Bikes are males mostly because of
the manly look of the bikes.
 The Royal Enfield is having a young appeal as the 100% of the respondents lies
between 18 to 25 years.
 Royal Enfield is placing their products in the appropriate price range. As the people of
this income bracket above 1,00,000 can easily afford this Bike.
 Customers are not attracted to only one particular model due to the variants available
and Classic 350/500 is owned by most of the customers because it’s comfort and
performance of the bike.
 Customers choosen this bike because of Status Symbol and the Performance of the
bike.
 Majority of the customers directly chose Royal Enfield as their bike and didn't even
have a look at the nearest alternative bike and this shows the loyalty of the customers
towards the brand Royal Enfield.
 It clearly shows that mileage of the Royal Enfield bikes is economical & mileage
between 35 and 40 that too on Indian roads with heavy traffic is a great deal.
 Advertisements are rarely recalled and are highly ineffective amongst Non-Bullet
riders. It’s clear that Royal Enfield should concentrate on its advertising campaign to
reach the customers.
 It is observed that most of the customers choosen Royal Enfield Bikes when it is
compared with other brands.
 It is observed that most of the customers says that Royal Enfield bikes features are
good and updated.
 It is observed that most of the customers says that Royal Enfield company prospects
are below average and the customer suggest to improve the company prospects.
 It is observed that most of the customer says that other brands are serving the better
than the Royal Enfield.

 It is observed that most of the customer servicing their bikes outside showroom
 Most of the customer choosen that new version of Royal Enfield bikes are better than
older version.
SUGGESTIONS
 Promotional campaign - The Royal Enfield ads seen on electronic and print media are
absolutely out of touch with the Indian culture and thought process. An Indian
consumer irrespective of their income level has a soft corner for traditions and culture
of India. Hence, all companies including market leaders like Hero Honda and Bajaj
capitalize on this behavior of customers and design their ad campaigns keeping India
in mind.
 Weak follow up from dealerships - It was observed that Royal Enfield was quite
weak in following up with prospective customers.
 Measures should be taken to improve its dealership - Showrooms are very small in
size and do not reflect the quality and scale of Royal Enfield in the market.
 Should improve the after sales service - During the survey it was found that Royal
Enfield is not satisfying all their customers in after sales services, employees at
dealership sometimes use harsh words and become rude to the customers, parts of the
bike are not easily available in the market. This is the major drawback in capturing the
market share so Royal Enfield should take some better steps to satisfy and retain their
customers.
 Maintenance Cost – The Company should reduce the spares parts and service cost to
attract more customers.
 Marketing Communication – The Company should focus on satisfying the needs for
Respect, Low mileage, Power, Safety and Comfort.

CONCLUSION
The study has helped in understand whether the customers are satisfied
or not. If not what are main reasons for dissatisfaction of customer towards the dealer and
what are the ways of improving the satisfaction level of customer towards dealer.
We can conclude younger generation are more interested in Royal Enfield,

the buying behavior is governed predominantly by the need for Power and respect for the
iconic Brand and users are mostly Student Males, 18 - 25 years of age.
Most of the customers are attracted to Classic 350/500, also customers are
easily affording the price of Royal Enfield bikes and customers are very loyal towards the
brand Royal Enfield.
Royal Enfield should concentrate on its advertising campaign to reach the

customers, mileage of the Royal Enfield bikes is very economical and most of them prefer to
buy their bike brand new from showroom with the spare parts available in market easily.
Royal Enfield has an excellent satisfaction level within the customer for its
power, pick up, comfort, but customers dissatisfied safety fuel – efficiency and with after
sales service.
Finally the most of the customers like the New version of Royal Enfield Bikes
and also most of them agree that Royal Enfield Bikes are serving better than other brands of
bikes.

BIBLIOGRAPHY
Books Referred
o Marketing Management - Philip Kotler

o Marketing Management – RajanSaxena
o Marketing Management –V. S. Ramaswamy
o Marketing Management - S. A. Chunawalla
 Journals
 Magazines
 www.roaylenfield.com
 Google
 www.wikipedia.org
 www.enfieldmotorcycles.com

ANNEXURE
QUESTIONNAIRE
Dear Sir/Madam,
It is a matter of great pleasure to introduce myself Mr. Praveen Jogi

M.com student of Basaveshwar Commerce College Bagalkot. I have currently
undertaken a research project entitled “A STUDY ON CUSTOMER
SATISFACTION WITH REFERENCE TO ROYAL ENFIELD” as per the
course requirement.
I request you to please spare your valuable time to provide information

and opinion by filling up this questionnaire. Your cooperation will be highly
appreciated and also this will help the company to serve you better in future.
Customer’s Personal Details
Name:
Gender:
Age:
Qualification:
Occupation:
Annual Income:
Contact no:

1) What is the age of Respondent?
a) 18-25
b) 26-29
c) 30-35
d) 36 & above
2) What is the annual income
a) Less than 1lck

b) 1lck to 1.5lck
c) 1.5lck to 2lck
d) 2lck and Above
3) How Long have you been Customer of Royal Enfield
a) Below 1year
b) 1-2years
c) 2-3years
d) d) more than 3years
4) Does sales team have given brief instruction about the vehicle during purchase
a) Yes b) No
5) Which model of Royal Enfield do you presently own?
a) Classic 350/500
b) Bullet 350/500
c) Thunderbird 350/500
d) Others
6) How did you come to know about it?
a) News paper
b) Advertisements
c) Friends/Relatives

d) Others
7) How you rate for your satisfaction level with respect to after sales service of your Royal
Enfield bike?
a) Highly Satisfied
b) Satisfied
c) Dissatisfied
d) Highly Dissatisfied
8) What is the one thing you want to improve in bike?

a) Speed
b) Mileage
c) Look
d) No need to change
9) According to your opinion what can done to improve Royal Enfield Bike’s sales in local
markets?
a) Advertise more
b) Provide better service
c) Improve quality
d) Should reduce Prices
e) No need to improve
10) How do you rate your bike among other bikes which is available?
a) Excellent
b) Good
c) Average
d) Poor
11) What do you think the major barrier for not purchasing Royal Enfield bikes by non-
bullet riders?
a) High Maintenance
b) High Price
c) Poor promotion
d) Low mileage
e) Noisy vehicle
12) Do you think Royal Enfield bikes are serving better than other brand of bikes?
i) Yes ii) No

13) Where do you service your Royal Enfield bike?
a) Showroom
b) Well know bullet mechanic
c) Nearby garage
d) Other service
14) In your opinion which version of Royal Enfield Bikes are better?
i) Older Version ii) New Version
15) Why the Royal Enfield Bikes are better?
a) Better fuel efficiency
b) Design and Comfort
c) Maintenance cost
d) Better performance
16) Would you recommend Royal Enfield bike to your friends and family?
a) Yes b) No
SIGNATURE
THANK YOU

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RANICHANNAMMA UNIVERSITY, BELGAVI

BASAVESHWAR COMMERCE COLLEGE, BAGALKOT

MASTER OF COMMERCE 2020-21

“A STUDY ON CUSTOMER SATISFACTION WITH

INTERNAL GUIDE EXTERNAL GUIDE

I Undersigned Mr.Praveen jogi hereby declare that I have prepared the

Place: Bagalkot Mr.Praveen Jogi

I express my sincere thanks to Prof. Smt. S. H. Shettar Principal of Basaveshwar

I express my sincere thanks to Prof. K. J. Malagi, Co-ordinator & HOD PG

Need for the study

Statement of the problem

Objectives of the study

Scope of the study

Limitation of the Study

Customer Care & Sales Process

Handling Customer Complaints

History of Royal Enfield

The importance of customer satisfaction cannot be underestimated. After all, customer

{REG.NO: MC195622} BASAVESHWAR COMMERCE COLLEGE (PG DEPT), BAGALKOT Page 7

NEED FOR THE STUDY

{REG.NO: MC195622} BASAVESHWAR COMMERCE COLLEGE (PG DEPT), BAGALKOT Page 8

STATEMENT OF THE PROBLEM

OBJECTIVE OF THE STUDY

◼ To study the customers behavior with regards to their BIKE services.

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

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Researcher was unable to overcome the above limitations in order to collect

TOOLS OF DATA COLLECTION

METHODS OF DATA COLLECTION

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The secondary Data collection involved internet search, browsing magazines,

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Customer Satisfaction is generally defined as a feeling or judgement by customers

Customer loyalty is defined as “a deeply held commitment to rebuy or repatronize a preferred

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firsttime purchase consideration attracts a customer. To be loyal, the customer must

Loyal customers are willing to:

(2) try the firm’s new products or services (repurchase intention),

(3) Recommend products and services to others (word-of-mouth), and

(4) Give companies suggestions (complaint behavior) (Reichheld& Sasser, 1990).

(1) High purchase intention (repurchase intention),

(2) Less price sensitivity (price insensitivity),

(3) Feedback to the firm (word-of-mouth, complaint behavior),

(4) Do more business (frequent purchase and no switching behavior)

BENEFITS OF A CUSTOMER SATISFACTION SURVEY :

• It’s a point of differentiation

• It reduces customer churn

• It increases customer lifetime value

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• It reduces negative word of mouth

• It’s cheaper to retain customers than acquire new ones

CUSTOMER CARE &SALES PROCESS

HANDLING OF CUSTOMER COMPLAINTS

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STEPS TO BE TAKEN BY COMPANY TO SOLVE PROBLEMS

Sales Manager Service Manager Account manager

Showroom In charge Service Supervisor Accountant

Team Manager Service Staff Assistant Accountant

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