CHAPTER 1

INTRODUCTION

1.1 Introduction

A motorcycle may be defined as a self-propelled, engine-powered, two-

wheeled vehicle. Asteam velocipede built by inventor Sylvester H. Roper
may be the earlies known motorcycle In the present era, customer is the
centre point of all the marketing activities. The objectives of the
marketers have shifted from “maximization of profits” to “maximization
of customer satisfaction”. Business firms not only retain their current
customers, but also increased their market share by satisfying customers
through high quality after sales service. After –sales service availability is
a critical deciding factor while choosing an automobile.The two wheeler
industry is facing new challenges.
Globalization,individualizations,digitalization and increasing competition
are pressing the face of the industry. In addition,increasing safety
requirements and voluntary environmental commitments by the two
wheeler industry have also contributed to the changes ahead. Size is no
longer a guarantee of success. Only those companies that find new ways
to create value will prosper in the future.
Driving the most luxurious Bike has been made possible by the stiff
competition in the Automobile industry in India, with overseas players
gathering the same momentum as the domestic participants.Every other
day, we have been hearing about some new launches, some low cost
Bikes- all customized in a manner such that the common man is not left
behind. In 2015, the Automobile industry is expected to see a growth rate
of around 9%, with the disclaimer that the auto industry in India has been
hit badly by the ongoing global financial crisis. The Automobile industry
in India happens to be the ninth largest in the world. Following
Japan,South Korea and Thailand, in 2013, India emerged as the fourth
largest exporter of Automobiles.

REVIEW OF LITERATURE
K. Reenareicha etc at all(2019), in their article about “A Study On
Customer Satisfaction Towards Royal Enfield Bike In Tiruppur City”
stated that The purpose of this study on customer satisfaction will help us
to understand the needs & Wants of the customers towards Royal
Enfield. The study could provide appropriate and timely information
about the position of preference level of customer towards Royal Enfield.
As the objectives of this study is to analyze the customer satisfaction and
to find out the consumer preference towards the ironic brand Royal
Enfield. This study also investigate the services and factors which
influence the customers to purchase the Royal Enfield bikes and also
identify what customers are expecting from the Royal Enfield. To know
about the customer satisfaction and factor which influence the customer's
preference in buying decision process. Customer satisfaction is
influenced strongly by culture, social, personal and psychological factors.
For this purpose, 75 customers were selected and obtained the various
responses based on the questionnaire method. By and large it was found
that most of the customers are choosing Royal Enfield vehicles because
of its Vehicle Appearance, pickup, good models and engine apearance
etc.

SR Sony Mariya & Dr. K Amutha (2018), in their study about

“Customer satisfaction level towards royal Enfield bikes (with special
reference to Coimbatore city)”, stated that This study
is to analyze the customer satisfaction, towards Royal Enfield bikes in
Coimbatore city. The objective of the study helps to know demographic
factors, buying behavior, of the customers. This study is about the
preference for the Royal Enfield and it is done through questionnaires
from the customers. The tools and techniques used were simple
percentage, chi-square. The achieved result of the study reveals that
ultimate users are the students who uses Royal Enfield Bike and most of
the respondents prefer Royal Enfield due to company image and
comfortable. The company must improve their mileage, model and color
in their Royal Enfield Bike.
Ms. Ameer Asra Ahmed etc. at all (2014) in their article about “A Study
On Customer Satisfaction Level Of Royal Enfield Bullet” stated that This
study on customer satisfaction is being associated with one of the leading
two wheeler company the Royal Enfield in the following paragraph a
brief note on the problem that has been undertaken as the subject
matter is explained. In this project report, we will find out the satisfaction
level of the Royal Enfield Bullet owner in Bangalore city. The problem it
is facing in the present market scenario. This project evaluates the various
factors that keep the customer satisfied. It also evaluates the various
factors that influence a customer to buy the bullet. While selecting a
bullet various aspects that have to be given a thought with respect to
Brand image, Color, Fuel-efficiency, Technology used, etc. A
questionnaire was designed to conduct a survey and the data so
collected from appropriate respondents was analyzed using a statistical
package called SPSS and a One-way Anova test was done to test the
hypothesis.
G. Gopalakrishnan & R. Rengarajan(2017), in their article about “A
Study On Service Quality In Royal Enfield Showroom, Chennai” stated
that This research examines service quality perceptions in the showroom.
First, it analyses the theory about service quality conceptualization.
Then a modified SERVQUAL instrument is developed, and applied to the
showroom using as subject one of the companies. Five service
dimensions are identified: READINESS RELIABILITY, TRUST,
COMFORT, SECURITY, and ACCESS. They are examined in terms of
their impact of customers' overall quality perception and their willingness
to recommend the firm to a friend. These variables are found to be
affected heavily by two dimensions: trust and comfort. The present
investigation's main conclusion is that SERVQUAL is a good starting
base to quantify service quality, but it is neither of general nor of direct
application. The SERVQUAL instrument would need some adjustments
to fit each particular situation. No marketing is needed if it simply means
discounting. Sell services through quality. 19M & Dr. R. Venkatesh
(2017), in their article about “A Study on Customer Satisfaction towards
Royal Enfield in Dharmapuri” stated that The world was very different in
those days and there must have been a feeling of great excitement.
Marketing research is the systematic collection of information from sours
outside the business (or) research organization. Royal Enfield was doing
quite well in south India, especially in the city of Bangalore: Royal
Enfield is called as king of two wheeler bikes. These are the bikes which
are well defined for off road rides. The royal Enfield craze is among
almost all aged group of customer. There are many bullet clubs present
all over the world which goes for off road ride and explore the new
adventures places. In this study it throws a light on the customer attitude
and satisfaction level towards Royal Enfield bikes in Shivamogga city.
Because customers are the real advertisement for any product so the
company should be in position to meet the customer requirements and
also should maintain the Customer Relationship.
RESEARCH METHODOLOGY

The research design is probability research design and is descriptive

research. The important point for the validation of any research study is
based on what type of methodology is adopted. Project report is based on
following data.

Sources Of Data

Data are facts, figures and other relevant materials, past and present,
serving as basic study and analysis. The data serves as the bases for
analysis. Without an analysis of actual data on specific inferences can be
drawn on the question under study. Inferences based on imagination or
guess work cannot provide correct answers to research questions. The
relevance, adequacy and reliability of data determine of quality of
findings of a study. For the purpose of present study data from two
sources have been gathered namely primary and secondary data.

Primary data

Primary data are original data collected for the purpose of a particular
study. In the present study primary data have been collected by personal
interview method with the help of questionnaire.

Secondary data

These are the sources containing data, which have already been collected
and compiled for other purpose by other researchers. The secondary
sources consist of readily available materials and already compiled
statistical statements and reports whose data may be used by researcher
for his / her studies. 21Secondary data for the present research collected
the major sources of secondary data are given below.

• Newspaper & Articles

• Business line

• Various websites

• Different marketing journals

Sampling design
The research was designed to achieve the above mentioned objectives and
the following tools
were used to collect the required data.

Sampling Method

A sample is considered during a research when the size of the population

is very large and a set is chosen to represent the whole population, this set
is called a sample is a representative of the population under study.
There are two methods of sampling i.e., probability and non probability
sampling. To carry out this project I have used non probability sampling
method.

Sampling Frame

The sample frame represents the groups of respondents that were

contacted during the survey it also represents the profession of the
respondents that were connected for data.

Sampling Technique

To carry out this project Convenience technique has been used

Sample Size

The total sample size for the data collection for the research was 100
respondents.

Tools for data collection:

Structured Questionnaires were the tools for data collection. The
Questionnaire was neatly designed and constructed for the purpose in line
with the objective of the study.

1.2 Objectives of the study

 To gather information about Consumer satisfaction toward Royal
Enfield Bikes in the geographic region of Shivamogga (KAR).
To know the customer satisfaction towards the after sales service offers
by Royal Enfield Company. To assess the needs, requirements and
expectations of the customer in order to assess their current satisfaction
levels.To study perception and buying behaviour of customers towards
Royal Enfield in India To provide suggestions, in improving the customer
satisfaction and the company sales and profitability

1.3 Need of the study

 Increase market share requires an understanding of customer and their

satisfaction towards the product. Customer satisfaction survey of Royal
Enfield leads to examine the efficient factor to excel in the market.
The best way to establish revenue goals and sales quotas for products,
territories or stores/branches is to base them on the true customer
satisfaction within the area with a realistic picture of customer
satisfaction, you can focus resources intelligently, maintaining a presence
where you’re strong and investing heavily where opportunity is
greatest.
 These days it is very clear that market is having drastic changes and all
the companies are acting according to it because to survive in the market
and this should be achieved by studying about the customer options and
analyzing their future requirements. This study is definitely going to help
to analyze the customer and can take necessary steps for the improvement
of the services by the company.

21.4 Scope of the study

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

1.4 Limitations of the study

However we tried our best in collecting the relevant information for our
research report, yet there are always some problems faced by the
researcher. The prime difficulties which we faced in collection of
information are discussed below:
 The time period for carrying out the research was short as a result of
which many facts have been left unexplored. Lack of time and other
resources as it was not possible to conduct survey at large level. Only 100
respondents have been chosen which is a small number, to represent
whole of the population.The study was constrained only to Shivamogga
city. A more intensive study would be necessary to arrive at exact
conclusion.