“A STUDY ON CUSTOMER SATISFACTION TOWARDS OF ROYAL ENFIELD

WITHSPECIAL REFERENCE IN TRICHY”

Project report submitted to the Department of Commerce
St. Joseph’s College (Autonomous), Tiruchirappalli
(Affiliated to Bharathidasan University)
In partial fulfillment for the award of the degree of

“BACHELOR OF COMMERCE”

Submitted by

ASWIN HYDEN R

D.NO. 21UCO509

Under the guidance of

Dr. A. IGNATIUS, M.Com., M.Phil., Ph.D.

Assistant professor

DEPARTMENT OF COMMERCE

ST. JOSEPH’S COLLEGE (AUTONOMOUS)

Special heritage Status Awarded by UGC

Accredited at “A++” Grade (4th cycle) by NAAC College
with potential for excellence by UGC
DBT – STAR & DST – STAR Sponsored College
Tiruchirappalli – 620 002

April – 2024
Dr. A. IGNATIUS, M.Com., M.Phil., Ph.D.,
ASSISTANT PROFESSOR,
ST. JOSEPH’S COLLEGE (AUTONOMOUS)
TIRUCHIRAPPALLI – 620 002.

CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS OF ROYAL ENFIELD WITH SPECIAL REFERENCE
IN TRICHY” is a bona fide record work done by ASWIN HYDEN R (D.NO. 21UCO509)
during the year 2023–2024 submitted to the St. Joseph’s college (Autonomous) Trichy,
Bachelor Degree in Commerce under my guidance and supervision. This project work
represents entirely an independent original work on part of the candidate and this work has not
previously formed the basis for the award of any other degree ordiploma or any other title.

Coordinator Project Guide

Viva – Voice examination was conducted on at

St. Joseph’s College (Autonomous), Tiruchirappalli – 02

External Examiner
 DECLARATION

I am ASWIN HYDEN R, hereby declare that the project work entitled “A STUDY ON
CUSTOMER SATISFACTION TOWARDS OF ROYAL ENFIELD WITH SPECIAL
REFERENCE IN TRICHY” Submitted to the Department of Commerce St. Joseph’s college

(Autonomous) Tiruchirappalli, in a partial fulfillment of the requirement for the award of

BACHELOR OF COMMERCE has been originally carried out by me under guidance and
supervision of Dr. A. IGNATIUS, M.Com., M.Phil., Ph.D., Assistant professor, Department of
Commerce St. Joseph’s college (Autonomous), Tiruchirappalli – 600002. This work has not been
submitted either in whole or in part for any Degree or Diploma at any other university.

PLACE: ASWIN HYDEN R

DATE: D.NO. 21UCO509
 ACKNOWLEDGEMENT

All endeavors over a long period can be successful only with the advice and support of many well - Wisher. I
take this opportunity to express my gratitude and appreciation to all of them.

I acknowledge my gratefulness to REV. DR. M. AROKIASAMY XAVIER, SJ, M.A., M.Phil., Ph.D.,
SLET., Principal, St. Joseph’s college (Autonomous), Tiruchirappalli for his encouragement.

I express my gratitude to DR. F. R. ALEXANDER PRAVIN DURAI, M.Com., M.PHIL., MBA., PHD.,
Head of the Department of Commerce St. Joseph's college (Autonomous), Tiruchirappalli, for the moral
support extended to me in this endeavor.
.
I express my gratitude as to Prof. S. Kirubakaran, M.Com., M.Phil., NET., coordinator of the Department of
Commerce (Shift - II) St. Joseph's College (Autonomous), Tiruchirappalli, for the moral support extended to
me in this endeavor.

Patience is the mother of confidence. Such patience with my Guide Dr. A .IGNATIUS, M.Com., M.Phil.,
Ph.D., Assistant professor, Department of Commerce, St. Joseph's College (Autonomous), Tiruchirappalli
for encouragement and guidance. I wish my deep sense of gratitude and profound thanks to him.
 CONTENTS

CHAPTER TITLE PAGE NO.

I INTRODUCTION 04

II REVIEW OF LITERATURE 14

III PROFILE OF THE RESEARCH AREA - TRICHY 18

IV DATA ANALYSIS AND INTERPERTATION 20

V FINDING SUGGESTIONS AND CONCLUSION 51

APPENDIX 52

BIBLOGRAPHY 54

1
 LIST OF TABLES

NO. OF PAGE
TABLE NAME OF THE TABLE NO.

1 Age Group
2O

2 Gender Group
22

3 Occupation
24

4 Model of Royal Enfield You Presently Own 26

5 Satisfaction Level with Respect to After Sales Service of 28

Your Royal Enfield Bike

6 30
Company Acts Towards the Complaints Lodged by The
Customers

7 Rate of Fuel Consumption for Royal Enfield Bike 32

8 Satisfied with Me’s Mileage 34

9 Easily Get Spare Parts of Royal Enfield In Market 36

10 Comfort and Convenience 38

11 Performance of The Bike 40

12 42
One Thing You Want to Improve in Bike
44
13 What Can Be Done to Improve Royal Enfield Bikes'
Sales in Local Markets

14 Overall Satisfaction 46

2
 LIST OF GRAPHS

NO. OF PAGE
GRAPH NAME OF THE GRAPHS No.

1
Age Group 21

2 Gender Group 23

3 Occupation 25

4 Model of Royal Enfield You Presently Own 27

5 Satisfaction Level with Respect to After Sales Service of
Your Royal Enfield Bike 29

6 Company Acts Towards the Complaints Lodged by The

Customers 31

7 Rate of Fuel Consumption for Royal Enfield Bike 33

8 Satisfied with The Bike's Mileage 35

9
Easily Get spare Parts or Royal Enfield in Market 37

39
10 Comfort and Convenience

11 Performance of The Bike 41

12
One Thing You Want to Improve in Bike 43
13 What Can Be Done to Improve Royal Enfield Bikes' Sales 45
in Local Markets
Overall Satisfaction 47
14

3
 CHAPTER 1

INTRODUCTION

INTRODUCTION
Since the Lambretta scooter was replaced with the flurry of exciting two-wheeler
models, Indian two-wheeler business has seen a remarkable change in the way they observe
the Indian marketplace. India has now developed into the second largest manufacturer of
two-wheelers in the world. Currently there are around ten two-wheeler manufacturers in the
country, and they are Mahindra, Royal Enfield. Bajaj. Hero. Honda Suzuki, TVS. and
Yamaha.
The two-wheeler industry can be divided into motorcycles, scooters, electric scoter
and mopeds. The buyer has changed his preference from mopeds to scooters and then to
motorcycles. The trends seen in the past few years females progressively using two-
wheelers and various two-wheeler manufacturers designing vehicles specially to furnish to
desires of this segment. Last decade saw Bajaj taking an important decision to stop
production of Scooter and completely focus on motorcycles, especially asserting change in
consumer's preference. The consumers are port without a choice in most cases than to
migrate from the old-style scooters of the Indian family to the youthful bikes that one's son
rides to college.
With expanding earnings and acquiring intensity of the regular Indian, the interest in
bikes in the section has expanded considerably. There additionally have been persistent
indications of developing of the market when the producers responded by thinking of
advancements, getting consideration of potential purchasers and some of the time making
another class of customers or adjusting the inclinations and states of mind of existing buyers.

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, stationery 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 its headquarters in Chennai. The company
was founded as Enfield Manufacturing Company Limited in 1890. It produced its 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 in 1949, it was not before
1955 that 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 Limited. Mr. Siddhartha Lal is the CEO of
Royal Enfield India. Royal Enfield has been the most trusted high-capacity bike and the most
favorite 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 the name the Indian government
counted on. In 1965, 800 350cc Royal Enfield Bullet model units were ordered by the
Government of India. The original Enfield Manufacturing Company Limited went defunct in
1971; however, Enfield India just kept on growing in stature and repute.

ROYAL ENFIELD PLANTS

Royal Enfield has one manufacturing and assembly facility in Chennai, Tamil Nadu. This
manufacturing plant has been functional since 1955 and still produces the Royal Enfield
Bullet 350cc and 500cc models.

5
List of models produced at the plant:

Thunderbird 500

Thunderbird 350

Classic Desert Storm

6
Classic Battle Green

Classic Chrome

Classic 500

7
Classic 350

Bullet 500

Bullet 350

8
 Bullet Electra

Bullet Machismo

Continental GT

9
STATEMENT OF PROBLEM

Consumer loyalty is a standout amongst the most vital issues consuming business
associations of various kinds. which is legitimized by the client introduction Philosophy and
the primary standards of ceaseless enhancement of present-day undertakings. Client is an
individual or business that buys the merchandise or administrations created by a business.
The customer is the true objective of organizations, since the client pays for supply and
makes request. Organizations frequently pursue the saying that "The Client Is in Every Case
Right" on the grounds that upbeat clients will keep on purchasing merchandise and
enterprises. In the present focused business condition, consumer loyalty is an inexorably
essential segment of a compelling association.
Eicher Motors is losing its virtual monopoly in the motorcycle segment. Many global
manufacturers such as HD Motor Co. India (Harley Davidson). Triumph Motorcycles,
Suzuki Motorcycles and India Kawasaki Motors are aggressively entering the market. even
as domestic motorcycle makers Bajaj Auto Ltd. and TVS Motor Co. Ltd have made plans for
the segment.
Therefore, this study concerns on customer satisfaction to meet customer needs to make
customers loyal and retain them for better profit in today's modern market within the context
of Eicher Motors Pvt. Lid.

AREA OF THE STUDY

The investigation with respect to a notorious brand that is over 100 years of age opens
limitless potential outcomes. Given the extent of the task and asset restrictions, satisfied
shoppers are the advantages of the organization. For fulfilling buyers, the organization offers
consideration regarding that whole factor which gives customer's fulfilment. Along these
lines, the suitable information about the purchaser fulfilment is basic. Factor investigation of
the parameters on which the buy choice has been based. Discovering the fulfilment of After
Sales Service and Spares among clients. Mapping the fulfilment of the Bullet clients.

10
SCOPE OF STUDY

This investigation incorporates customer's reactions and mindfulness towards the

brand items and administrations of Royal Enfield. The outcomes are restricted by the
example measure 100 and in this way the conclusion of just chosen shoppers will think
about. Basically, this investigation will be led in Trichy District and the degree is
constrained. Shopper fulfilment is exceptionally fundamental factor for the achievement of
any organization. Fulfilled buyers are the benefits of the organization. The outcomes are
constrained by the numbers and are not the slightest bit thorough, yet just fill in as in sign or
a pilot consider for a comparable report that might be performed on a copious bigger scale.

OBJECTIVES OF THE STUDY

• To know about the experience after purchase relating to various parameters; (bike
performance, Service, mileage etc.).
• To determine the factors that affects the Satisfaction of a Bullet user.
• To understand overall performance of Royal Enfield bike.

RESEARCH METHODOLOGY

This research is an empirical paper which has been written after doing an exhaustive
literature review of several similar papers. A primary and descriptive research was done
with a sample size of 100 customers using the random sampling technique. A structured
questionnaire was prepared for data collection and the responses were analyzed using SPSS
software. The hypothesis was tested using Chi-square test.

RESEARCH DESIGN
Research design adopted for this research is "Descriptive Research". The data was
collected through web link. It includes surveys and fact-finding enquiries of different kinds.
The major purpose of descriptive research is description of the as it exists at present.

11
DATA COLLECTION

PRIMARY SOURCE
The Primary source of collecting data for research is Structured. standardized
questionnaire for customers of Royal Enfield bullet bike.
Research Technique:
In this study the survey method is used as a research technique. This method
helps to obtain right information from respondents.

SECONDARY SOURCE
In this study the secondary data is collected from the following sources.
1. Research Papers
2. Reports of the Company
3. Magazines of the Company
4. Books on Marketing and Research methodology
5. Company website

SAMPLING SIZE AND TECHNIQUE

Survey area chose as a district Trichy. Sample size was taking One Hundred
respondents and the sample units are customers. Type of research used is descriptive
research the main research tool was questionnaire and the type or data was primary and
secondary data.

12
LIMITATION OF STUDY:

1. The study has only referred to the peoples in Trichy District.

2. The sample size is limited to 50 respondents only.

3. The study is based on the primary data, so any wrong information given by the

respondent may mislead the findings.

CHAPTER SCHEME:

Chapter 1: Introduction of the study

Chapter 2: Review of literature

Chapter 3: Profile of the study

Chapter 4: Data analysis and interpretation

Chapter 5: Findings, Suggestions and Conclusion

13
 CHAPTER II

REVIEW OF LITERATURE
"A Study on customer Satisfaction Towards Royal Enfield with Special relevance
Malappuram District "By the Study entitled "A Study on client Satisfaction Towards Royal
Enfield with Special relevance Malappuram District" 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. ms 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.

"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. The modify SER VQUAL instrument is
developed and applied to the showroom victimization as subject one amongst the businesses.
5 service dimensions are identified: READINESS dependability, TRUST, COMFORT.
SECURITY. and ACCESS. they're examined in terms of their impact of customers' overall
quality satisfaction and their temperament to locate the firm to a limited variables 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

14
"A Study on Consumer Perception Towards Two-Wheeler Bikes." This study is 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)

"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 is concluded that the company must concentrate more on
IMC tools in reaching customers. At the same time IMC tools such as BIO&S, widgets and
tele marketing have no significance influence on brand knowledge of Royal Enfield bike
owners. This indicates that these tools are not official and hence miss- leading advertisement
creates false image of 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)

"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 I producer from those of another. it's the dear assets of a business. The brands
like, Hero, TVS. Suzuki, 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 shoppers towards chosen branded 2
wheelers in south Coimbatore town. (D. Vijayalakshmi. Kumari, &
Deepika, 2015. pp. 260-264)

15
 "Passion to Profits: What Makes Royal Enfield larger Than Harley Davidson?" vital
to prosperous turnaround has been a robust and hot leadership with a transparent vision and
focus with daring choices to reinvent the corporate in each side to create it a sturdy growth
engine. This has 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 has created a big-time investment to make capabilities in
product style, state of the art 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)

"A Study on consumer Satisfaction Level of Royal Enfield Bullet." This study on
client satisfaction is being related to one in every of the IC%1ding two-wheeler company
the Royal Enfield within the following paragraph a quick note on the matter that has
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 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 has got to run a plan with
reference to complete image, Color, Fuel 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)

"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 has 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 & Cibyomas, 2017, pp.
626-631)

16
 "A Study Analyzing the Satisfaction of Youngsters in Making Purchase Decision of
Bikes or Scooters in And Around Landan Near Mohali." The Asian country two-wheeler
business has return great distance since its humble starting in 1948 once Bajaj motorcar
started commerce and merchandising Vespa Scooters in India. Since then. the client
preferences have modified in favor of motorcycles and gearless scooters that score higher
on technology, fuel economy and aesthetic attractiveness, at the expense of metal-bodied in
gear scooters and mopeds. These changes in client preferences have had a bearing on
fortunes of the players. Scooters used to dominate Indian roads a few decades ago. In 1996,
their market share fell but still they had almost half of two-wheeler Milles while of
motorcycles, it stood around 30per cent. By 2006. the reversal was dramatic. The industry
expects an upswing in scooters to about 30 per cent in four or five years which could further
scale up to 35 to 40 per cent. Scooters market share is already at 35 per cent in the
'urbanized' states — Karnataka. Maharashtra and Gujarat. Urbanized implies good urban
road infrastructure, a significant number of workingwomen etc. (Honda, 2015, pp. 25-32)

'Consumer Satisfaction Towards Two Wheelers Between Hero and Bajaj - A

Comparative Study". This research work is an earnest attempt to know the factors that
which influence the public for their preference on using the Bike. All finders and
suggestions made during study are supported by the researches during the period of
research. It is hoped that the study would highlight the fields of marketing strategy followed
by the companies. If the suggestion is implemented, there will be great reward for the
project as well as it will be helpful for the automobile industries for their further activities.
Today when consumers are more educated and more capable to purchase the luxuries for
themselves, and. competition is very high in the market, then if any company wants to stand
in the market, it is mandatory to analyses the market and consumers time to time.
Otherwise, it is not easy for the companies to cope up with the challenges of the market.
And the two wheelers are playing the more important in every people's life in India.
Therefore, the researcher had an effort to analyze the consumer preference towards the Two
Wheelers between Hero and Bajaj a comparative study in Madurai City. (Franklin & Selvi,
2017, pp. 1-6)

17
 CHAPTER III
PROFILE OF THE RESEARCH AREA - TRICHY

Tiruchirappalli is the capital city of Cholas from 300 B.C. onwards. This is supported
by archaeological evidences and ancient literatures. There are also literary sources which tell
that Woraiyur continued to be under the control of Cholas even during the days of Kalabhra
interregnum (A.D. 300 – 575). Later, Woraiyur along with the present-day Tiruchirappalli
and its neighbouring areas came under the control of Mahendra Varmus Pallava I, who
ascended the throne in A.D. 590. Till A.D. 880, according to the inscriptions, this region was
under the hegemony of either the Pallavas or the Pandyas. It was in 880 A.D; Aditya Chola
brought a downfall to the Pallava dynasty. From that time onwards Tiruchirappalli and its
region became a part of Greater Cholas. In 1225 A.D the area was occupied by the Hoysulas.
Afterwards, it came under the rule of later Pandyas till the advent of Mughal Rule.
Tiruchirappalli was for some time under the Mughal rule, which was put to an end by the
Vijayanagar rulers.

The Nayaks, the Governors of Vijayanagar Empire, ruled this area till A.D. 1736. It
was Viswanatha Nayaka who built the present day Teppakulam and the Fort. The Nayak
dynasty came to an end during the days of Meenakshi. The Muslims ruled this region again
with the aid of either the French or the English armies. For some years, Tiruchirappalli was
under the rule of Chanda Sahib and Mohamed Ali. Finally, the English brought
Tiruchirappalli and other areas under their control. The district was then under the hegemony
of British for about 150 years till the independence of India.

Situated on the banks of river Kaveri, Tiruchirappalli, the fourth largest city in the
state was a citadel of the Early Cholas which later fell to the Pallavas. But the Pallavas never
really managed to retain control of this strategic city and lost it to the Pandyas several times.
This tug of war finally ended when the Cholas reasserted themselves in the 10th century.
Trichy continued to be in their possession until the decline of the empire after which it
became a Vijayanagara stronghold.

When this empire collapsed in 1565, Trichy came to be occupied in turn by the
Nayaks of Madurai, the Marathas, the Nawabs of Carnatic, the French and finally the British.
But it was under the Nayaks of Madurai that Trichy flourished and prospered in its own right
and grew to be the city that it is today. Trichy flourished and prospered in its own, built

18
around the Rock Fort. Apart from the fort there are several Temples dating back to the
1760s. It was one of the main centers around which the wars of the Carnatic were fought in
the 18th century during the British-French struggle for supremacy in India.

19
 CHAPTER IV
DATA ANALYSIS AND INTERPERTAION

DATA PRESENTATION AND ANALYSIS

Table No 4.1
Age
Age groups Respondents Percentage (%)
20-24 42 42.00%

25-29 32 32.00%
30-35 18 18.00%

Above 35 8 8.00%

Total 100 100%

According to above table 42% Respondents are in age group 20 to 24; 32% Respondents in
between 25-29; 18% were in 30-35; 8% in above 35 years old. It is inferred that most of the
royal Enfield users are youths and Adults are generally not preferring Royal Enfield bike.

20
Graph No: 4.1

21
 Table 4.2

Gender Respondents Percentage (%)

Male 95 95.00%

Female 5 5.00%

Other 0%

Total 100 100%

According to above table out of 100 Respondents, 95% were Male, where as 5% were
Female. It is inferred that majority males are customers of Royal Enfield Bike and only
some girls are using it.

22
Graph No: 4.2

23
 Table No 4.3 Occupation

Occupation Respondents Percentage (

Student 44 44.00%
Govt. Servant 7 7.00%
Ex- Serviceman 4 4.00%
Professional 20 20.00%
Self-Employed 23 23.00%
Other 2 2.00%

Total 100 100%

According to (A) table 44% Respondents were Students; 7% Respondents were Govt.
servants; 4% were Ex-serviceman; 20% were Professionals; 23%were Self-employed and 2%
respondents doing other jobs. Majority of students are owning Royal Enfield and the main
reason is it shows strongness, other professionals are less as compare to students

24
Graph No: - 4.3

25
 Table 4.4
Which model of Royal Enfield do you presently own?

Product Respondents Percentage (%)

Classic 350 23 23.00%
Classic 500 7 7.00%

Bullet Electra 8 8.00%

Thunderbird 500 11 11.00%
Thunderbird 350 16 16.00%
Bullet 500 10 10.00%
Bullet 350 4 4.00%
Classic Chrome 4 4.00%
Classic Desert Storm 5 5.00%
Classic Battle Green 6 6.00%
Bullet Machismo 3 3.00%
Continental GT 3 3.00%

Total 100 100%

According to (B) table 23% Respondents are using bullet classic 350 which is highest
number after that 16% Respondents are using Thunderbird 350 and other models of bullet
having less users in the district is inferred that Classic 350 is favorite among the customers
and other models are unable to attract customers.

26
Graph No 4.4

27
Table 4.5
How you rate for your satisfaction level with respect to after sale service of your
Royal Enfield bike?

Satisfaction level Respondents Percentage

Highly Satisfied 22 22.00%

Satisfied 47 47.00%

Dissatisfied 31 31.00%

Total 100 100%

According to (B) table 22% respondents are Highly Satisfied. 47% or them are satisfied,
while 31% of them are dissatisfied with the after sales service of their Royal Enfield bike. It
is inferred that a smaller number of respondents are satisfied with after sale service of Royal
Enfield.

28
Graph No 4.5

29
Table 4.6
Do you agree that company acts towards the complaints lodged by the customers?

Company acts towards the Respondents Percentage (%)

complaints
Yes 66 66.00%

No 18 18.00%

Can't Say 16 16.00%

Total 100 100%

According to (B) table 66% respondents are of the view that, agree that company acts
towards the complaints lodged by the customers, 18% of them are not agree with this
statement, while 16% of them can't say anything. Most of the customer says that the company
act towards complaint lodged by customers.

30
Graph No 4.6

31
Table 4.7
What is the rate of fuel consumption for Royal Enfield Bike?

Rate of fuel consumption Respondents Percentage (%)

Low 31 31.00%

Average 50 50.00%

High 19 19.00%

Total 100 100%

According to (B) table 50% respondents are of the view that, Royal Enfield bike has average
fuel consumption rate, 31% of them are saying that the fuel consumption rate is low, while
19% of them are of the view that it has high fuel consumption rate. It is inferred that half of
the respondents feel that the fuel consumption is average as compare to other bikes.

32
Graph No 4.7

33
Table No. 4.8
Are you satisfied with the bike's mileage?

Satisfied with the bike's mileage? Respondents Percentage (%)

Yes 28 28.00%

No 36 36.00%

Can't say 36 36.00%

Total 100 100%

According to (B) table 28% respondents are satisfied with the bike's mileage, 36% of them
are not agree with this statement, while 36% of them can't say anything. It is inferred that
customers are not fully satisfied with the mileage of Royal Enfield bike.

34
Graph No 4.8

35
Table No 4.9
Will you easily get spare parts of Royal Enfield in Market?
Availability of spare parts Respondents Percentage (%)
Yes 43 43.00%
No 37 37.00%

Can’t Say 20 20.00%

Total 100 100%

According to (B) table 43% respondents are of the view that, they easily get spare parts
of bike in the market, 37% of them are not agree with this statement, while 20% of them
can't say anything. Most of the respondents feel that the parts of Royal Enfield are
available in the market, there is no any shortage kind of situation.

36
Graph No 4.9

37
Table No:4.10
When it comes to comfort and convenience, the Royal Enfield Bike is...

Comfort and convenience Respondents Percentage (%)

Very Comfortable 39 39.00%

Average 35 35.00%
Not Comfortable 26 26.00%

Total 100 100%

According to (B) table 39% respondents are of the view that, Royal Enfield bike is very
comfortable and convenient for them. 35% of them are saying that comfort is average,
while 26% says that bike is not comfortable and convenient. It is inferred that Royal
Enfield bike is more comfortable as compare to other sport bikes.

38
Graph No 4.10

39
Table 4.11
Are you satisfied with the performance of the bike?

Satisfaction with the Respondents Percentage (%)

performance
Highly Satisfied 25 25.00%

Satisfied 45 45.00%

Dissatisfied 30 30.00%

Total 100 100%

According to (B) table 25% respondents are Highly Satisfied. 45% of them are satisfied,
while 30% of them are dissatisfied with the performance of Royal Enfield bike. There is
fewer number of respondents who highly satisfied with the performance of Royal Enfield.
Most of the customer are not fully satisfied with the performance of bike.

40
Graph No 4.11

41
Table 4.12
What is the one thing you want to improve in bike?

Want to improve Respondents Percentage (

Speed 16 16.00%
Mileage 43 43.00%
Look 28 28.00%
No need to Change 13 13.00%
Total IOO 100%

According to (B) table 16% respondents says that company should improve of bike, 43%
says mileage, 28% says look and 13% says that there is no need to change in bike. It is
inferred that maximum number of customers are want more fuel-efficient bike. They
suggested improvement in mileage.

42
Graph No 4.12

43
Table 4.13
According to your opinion what can be done to improve Royal Enfield Bikes' sales
in local markets?

What can be done to Respondents Percentage

improve sales (%)
Advertise more 11 11.00%
Provide better service 22 22.00%
Improve quality 24 24.00%
Should reduce prices 34 34.00%
No need to improve 9 9.00%
Total IOO 100%

According to (B) table respondents says that company should advertise more. 22% says that
company should provide better service. 24% says improve quality, 34% says that company
should reduce the price of the product and 9% says that there is no need to change for
growing sales in local market. Most or the respondents think that company should reduce
prices of its products as well as improve quality of the bikes.

44
Graph No 4.13

45
Table 4.14
Overall satisfaction level has derived as expected from Royal Enfield Bike?

Overall satisfaction Respondents Percentage (%)

Detractors 60 60.00%

Passives 28 28.00%

Promoters 12 12.00%

Total 100%

According to (B) table and graph no. 4.11. 60% respondents are Detractors, 28% of them are
Passives, while 12% of them are Promoters of Royal Enfield bikes. It is inferred that most
of the customers are not fully satisfied with the Royal Enfield bike. "111%' want more from
the Royal
Enfield.

46
Graph No 4.14

47
 HYPOTHESIS TESTING
Analysis

Rate of fuel consumption * satisfaction with the bike's mileage CROSSTABULATION

Total
satisfaction with the bike's mileage

Yes No Can't Say

Count O 31 31

Expected Count 8.4 11.2 1 1.5 31.0

Low
Count 14 5 30 49

Rate of fuel Expected Count 13.2 17.6 18.1 49.0

consumption Average
Count 13 7 20

Expected Count 5.4 7.2 7.4 20.0

High
Count 27 36 37 100
Expected Count 27.0 36.0 37.0 100.0
Total
Chi-Square Tests
Value Df Asymptotic Sig. (2sided)

Pearson Chi-Square 89.903a 4

Likelihood Ratio 104.601 4
N of Valid Cases 100

a. () cells (.0%) have expected count less than 5. ne minimum expected count is 5.40.

48
 Bar Chart

Are you Satisfied with the Milage?

RESULT
P-Values (.00()) is less than 0.05 signifies that there is an association between the
fuel consumption of Royal Enfield and satisfaction of the buyers and therefore we reject
the null hypothesis, at 5 % significance level, we can reject the Null Hypothesis.

49
DATA INTERPRETATIONS AND FINDINGS

1. It is inferred that most of the royal Enfield users are youths and Adults are generally not
preferring Royal Enfield bike. (Table No. 4.1 A)
2. It is inferred that majority males are customers of Royal Enfield Bike and only some girls
are using it. (Table No. 4.2 A)
3. Majority of students are owning Royal Enfield and the main reason is it shows strongness,
other professionals are less as compare to students. (Table No. 4.3 A)
4. It is inferred that Classic 350 is favorite among the customers and other models are unable
to attract customers. (Table No. 4.1 B)
5. It is inferred that a smaller number of respondents are satisfied with after sale service of
Royal Enfield.(Table No. 4.2 B)
6. Most of the customer says that the company act towards complaint lodged by customers.
(Table No. 4.3 B)
7. It is inferred that half of the respondents feel that the fuel consumption is average as
compare to other bikes. (Table No. 4.4 B)
8. It is inferred that customers are not fully satisfied with the mileage of Royal Enfield bike.
(Table No. 4.5 B)
9. Most of the respondents feel that the parts of Royal Enfield are available in the market,
there is no any shortage kind of situation. (Table No. 4.6 B)
10. It is inferred that Royal Enfield bike is more comfortable as compare to other sport bikes.
(Table No. 4.7 B)
II. There is fewer number of respondents who highly satisfied with the performance of Royal

Enfield. Most of the customer are not fully satisfied with the performance of bike.
(Table No. 4.8 B)
12. It is inferred that maximum number of customers are want more fuel-efficient bike. They
suggested improvement in mileage. (Table No. 4.9 B)
13. Most of the respondents think that company should reduce prices of its products as well as
improve quality of the bikes. (Table No. 4.10 B)
14. It is inferred that most of the customers are not fully satisfied with the Royal Enfield
bike.They want more from the Royal Enfield. (Table No. 4.1 1 B)

50
CONCLUSION

The study has helped Royal Enfield bullet dealers to understands whether the
purchasers are happy aren't. If not, what are the most reason for discontent of client to the
dealers and what are all the ways in which to recover the satisfaction level of client towards
dealer that's once sale service. come back to accomplish younger generation and time of life
are additional fascinated by Royal Enfield Bullet, the shopping for behavior is ruled
ponderingly by the requirement for power and respect for the long-lasting whole and users
are largely skilled males, 20-35 years getting on, together with some students.
Most of the purchasers are drawn to new unharness classic 350/500, additionally
customers are simply buying the value of Royal Enfield bike and customers are terribly
loyal towards the whole Royal Enfield bullet. Royal Enfield ought to specialize in its effort
to succeed in the client the millage of Royal Enfield Bullet Bikes is extremely economical
and most of them like better to purchase their Bike fresh from salesroom with the spare
components obtainable in market simply. Royal Enfield Bullet includes a satisfaction with
within the client for its sound, comfort, and safety.
In last conclude that majority of respondents said that They are satisfied with the
bike's performance, but company should focus on the reduction of the price of the bikes and
investigate the improvement in after sale service of bikes. The fuel consumption is also
high as per respondents' point of view. Finally, we can say that customers in local market
are not fully satisfied with the Royal Enfield bike.

51
4.4 Recommendation
After analyzing the findings. the following Recommendation have been prepared. Great
care has been taken in making these Recommendation for the improvement of consumer's
opinion.

• A clear majority of the respondents felt the after-sale service of bikes should be
changed to attract the customers.

• Some of the respondents had suggested improving the mileage of Bikes.

• A considerable number of respondents opined that there is a need to improve the
technology of Royal Enfield bikes like bike should have digital meter.

• The bikes recently introduced by Royal Enfield are mostly concerned about youth.
So. they should also consider middle-aged people while manufacturing.

• Some of the respondents felt that the price of Royal Enfield bike is high, and it should
be decreased to attract more customers

52
 4.5 Limitations and Scope for further studies
Limitations
1. Any study on Customer satisfaction Of a section ofthe society essentially attempts to
probe the respondent's mind. Such studies rely heavily on the understanding of
questions by the respondents, the time that they invest to respond and the correctness
of their responses.

2. Only people from urban and semi-urban areas were considered for the survey. Rural
people were omitted for its wide geographical spread, practical difficulties, as also
widening of the scope of the study.

3. The sample size of 100 was selected to represent the customers of Sangli District.
Since the number of respondents surveyed had to be limited considering the time and
cost involved, a larger sample size not possible. Hence the limitation attributed to
sample sizes in any survey involving statistical analysis would be applicable to this
study also.

4. As the respondents were spread over throughout Sangli District. it was not possible
for the researcher to contact the respondents (again and again) personally to rectify
some omissions and commissions.

# Scope for further study

The study on customer satisfaction in Sangli District consisted of the above 20 years
Customers in Sangli District and residing in urban and semi urban areas.

1.Youth in rural areas could be the target respondents and their satisfaction could be studied.

2.A study of buying habits of youth in some other state could also be carried out.

3.fie age group could include 18-20 years old respondents too.

53
BIBLIOGRAPHY
Ahmed. M. A.. Ramachandra. D. M.. & Reddy. M. S. (2014). A STUDY ON
CUSTOMER SATISFACr10N LEVEL OF ROYAL ENFIELD BULLET.
International Journal of Business and Administration Research Review.

Antony. J.. & Cibynomas. D. (2017). A STUDY ON FACTORS INFLUENCING

PURCHASE INTENTION OF CONSUMERS TOWARDS TWO WHEELERS .
International Journal of Advance Engineering and Research Development .
D.Vijayalakshmi. Kumari, M. & Deepika. S. (2015). A study on customer satisfaction of a
selected branded two Wheelers in south Coimbatore . International Journal Of
Multidisciplinary Research and Development ,
Franklin. D. L, & Selvi, C. T. (2017). Consumer Satisfaction towards Two Wheelers Hero
and Bajaj - A Comparative Study . The International Jottmal of Scientific and
Engineering Research.
G. Gopalakrishnan. R. R. (2018). A STUDY ON SERVICE QUALITY IN ROYAL
ENFIELD SHOWROOM. CHENNAI . INTERNATIONAL JOURNAL OF
CURRENT ENGINEERING AND SCIENTIFIC RESEARCH (IJCESR) , 7.

Hoda, D. C. (2015). A Study Analysing the Perception of Youngsters in Making Purchase

Decision of Bikes or Scooters In and Around Landran near Mohali . Biz and
Bytes.
Kumar, & Selvi. D. J. (2018). A Study on Interactive Marketing Communication Tools
and Brand knowledge with reference to Royal Enfield bike owners.. International
Research Journal Of Management and Commerce .456-465.

Mr. Tripathy, D. R. (2014). A STUDY ON CONSUMER PERCEVI'ION' TOWARDS

e
nvo WHEELER BIKES . International Research Journal of Management Science
& Technology , 5258.

Mr.Faisal.T. R. S.-P. (August 2014). "A Study On Customer Satisfaction Towards Royal
Enfield With Special Reference TO Malappuram District". Asia Pacific Journal of
Research. 13.

Todalbagi. R. (2017). Passion to Profits: What Makes Royal Enfield Bigger than Harley
Davidson? . SDMIMD Journal of Management.

54
REFERENCE

https://www.royalenfield.com/

http://www.jjbarr.com/downloads/2014/voll-issue2/17.pdf

http://www.ijaerd.com/papers/finished papers/A STUDY ON FACTORS INFLUENCING

PURCHASES INTENTION 200F CONSUMERS TOWARDS 20 TWOWHEELERS-
LAERDV04105880500.pdf

https://www.journalaist.com/sites/default/files/4834.pdf
http://www.academia.edu/3655671/COMPARATIVE STUDY OF CUSTOMER
SATISFACTION TOWARD_PERFORMANCE OF HERO HONDA TVS
AND BAJAJ BIKES By Deshraj Singh
http://troindia.in/journal/ijcest/vol5iss4part8/94-100.pdf

http://chamohali.org/img/A Study Analyzing 20the Perception 20of Youngsters 20in Making

Purchase.pdf

http://www.academia.edu/4932300/A STUDY ON CONSUMER BUYING BEHAVIOR TO

WARDS TWO WHEELER BIKES IN CONTEXT TO INDIAN MARKET

http://apjor.com/downloads/1109201415.pdf http://apjor.com/downloads/1109201415.pdf

55
 ANNEXURE
QUESTIONNAIRE
A Study on customer satisfaction towards of royal enfield
withspecial reference in Trichy.

1) Name: ASWIN HYDEN.R

2) e mail id: aswinhyden3004@gmail.com

3)Gender

• Male
• Female
• Transgender
4)Age group

• Below 20 years
• 20-30 years
• 30-35 Years
• Above 35
5) Occupation
• Student
• Government servant
• Ex-serviceman
• Professional
• Self Employed
• Other

56
6) Which model of Royal Enfield do you personally own?

• Classic350
• Classic500
• Bullet Electra
• Thunderbird 350
• Thunderbird 500
• Bullet 350
• Bullet 500
• Classic Chrome
• Classic Dessert Strom
• Classic Battle Green
• Bullet Machismo
• Continental GT

7) How you rate for the satisfaction level with respect to after sales service
of your royal Enfield bike?

• Highly satisfied

• Satisfied
• unsatisfied
8) Do you agree that company act towards the complaint lodged by the
customer?

• Yes
• No
• Can’t say
9)what is the rate of fuel consumption for royal enfield bike?

• Low
• Average
• High

57
10)Are you satisfied with bike mileage?

• Yes
• No
• Can’t say
11)Will you easily get spare parts of royal enfield?

• Yes
• No
• Can’t say
12)When it comes to comfortable and convenience the royal enfield bike?

• Very comfortable
• Comfortable
• Not comfortable

13)Are you satisfied with the performance of the bike?

• Highly satisfied
• Satisfied
• unsatisfied
14)what is the one thing do you want to improve in bike?

• Speed
• Mileage
• Look
• No need to change

58
15) According to your opinion what can be done to improve royal enfield bikes
sales in local market?

• Advertise more
• Provide better service
• Improve quality
• Should reduce price
• No need to improve

16)Overall satisfaction level has derived as expected from royal enfield?

• Highly satisfied
• Satisfied
• unsatisfied

17) How satisfied are you with the overall performance of your Royal Enfield
motorcycle?

• Very satisfied
• Satisfied
• Neutral
• unsatisfied
• Very unsatisfied

18) How satisfied are you with the design and styling of your Royal Enfield
motorcycle?

• Very satisfied
• Satisfied
• Neutral
• unsatisfied
• Very unsatisfied

59
19) How satisfied are you with the reliability and durability of your Royal
Enfield motorcycle?

• Very satisfied
• Satisfied
• Neutral
• unsatisfied
• Very unsatisfied

20) How satisfied are you with the after-sales service provided by Royal Enfield
dealerships?

• Very satisfied
• Satisfied
• Neutral
• unsatisfied
• Very unsatisfied

21) How likely are you to recommend Royal Enfield motorcycles to a friend or
colleague?

• Very likely
• Likely
• Neutral
• Unlikely
• Very unlikely

22) How often do you use your Royal Enfield motorcycle?

• Daily
• Several times a week
• Occasionally
• Rarely
• Never

60
23) How long have you owned your Royal Enfield motorcycle?

• Less than 6 months

• 6 months to 1 year
• 1-2 years
• 2-5 years
• More than 5 years

24) What factors influenced your decision to purchase a Royal Enfield

motorcycle?

25) What improvements would you like to see in Royal Enfield motorcycles or
services?

61