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CHAPTER -1 Formatted: Top: (Single solid line, Auto, 2.25 pt Line width),
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INTRODUCTION TO THE TOPIC solid line, Auto, 2.25 pt Line width)

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CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and services Formatted: Font: (Default) Times New Roman, English
(United States)

supplied by a company meet or surpass customer expectation. Customer satisfaction is

defined as "the number of customers, or percentage of total customers, whose reported

experience with a firm, its products, or its services (ratings) exceeds specified

satisfaction goals." It is seen as a key performance indicator within business. In a

competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element

of business strategy. Within organizations, customer satisfaction ratings can have

powerful effects. They focus employees on the importance of fulfilling customers

expectations. Furthermore, when these ratings dip, they warn of problems that can

affect sales and profitability. These metrics quantify an important dynamic. When a

brand has loyal customers, it gains positive word-of-mouth marketing, which is both

free and highly effective. In researching satisfaction, firms generally ask customers

whether their product or service has met or exceeded expectations. Thus, expectations

are a key factor behind satisfaction. When customers have high expectations and the

reality falls short, they will be disappointed and will likely rate their experience as less

than satisfying. For this reason, a luxury resort, for example, might receive a lower

satisfaction rating than a budget moteleven though its facilities and service would

be deemed superior in absolute terms.

CUSTOMER SATISFACTION IN 7 STEPS Formatted: Font: 14 pt

1. Encourage Face-to-Face Dealings Formatted: Font: English (United States)

This is the most daunting and downright scary part of interacting with a customer. If Formatted: Font: English (United States)

you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest

assured, though, it does get easier over time. It's important to meet your customers

face to face at least once or even twice during the course of a project.

2. Respond to Messages Promptly & Keep Your Clients Informed Formatted: Font: English (United States)

This goes without saying really. We all know how annoying it is to wait days for a Formatted: Font: English (United States)

response to an email or phone call. It might not always be practical to deal with all

customers' queries within the space of a few hours, but at least email or call them back

and let them know you've received their message and you'll contact them about it as

soon as possible. Even if you're not able to solve a problem right away, let the

customer know you're working on it.

3. Be Friendly and Approachable Formatted: Font: English (United States)

A fellow Site Pointer once told me that you can hear a smile through the phone. This Formatted: Font: English (United States)

is very true. It's very important to be friendly, courteous and to make your clients feel

like you're their friend and you're there to help them out. There will be times when

you want to beat your clients over the head repeatedly with a blunt object - it happens

to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best

you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy Formatted: Font: English (United States)

This may not be too important when you're just starting out, but a clearly defined Formatted: Font: English (United States)

customer service policy is going to save you a lot of time and effort in the long run. If

a customer has a problem, what should they do?

If the first option doesn't work then what? Should they contact different people for Formatted: Font: English (United States)

billing and technical enquiries? If they're not satisfied with any aspect of your

customer service, who should they tell? There's nothing more annoying for a client

than being passed from person to person, or not knowing who to turn to. So make sure

your customer service policy is present on your site -- and anywhere else it may be

useful.

5. Attention to Detail Formatted: Font: English (United States)

Have you ever received a Happy Birthday email or card from a company you were a Formatted: Font: English (United States)

client of? Have you ever had a personalized sign-up confirmation email for a service

that you could tell was typed from scratch? These little niceties can be time

consuming and aren't always cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's Formatted: Font: English (United States)

something. It shows you care; it shows there are real people on the other end of that

screen or telephone; and most importantly, it makes the customer feel welcomed,

wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Formatted: Font: English (United States)

Sometimes this is easier said than done! However, achieving this supreme level of Formatted: Font: English (United States)

understanding with your clients will do wonders for your working relationship.
7. Honor Your Promises Formatted: Font: English (United States)

It's possible this is the most important point in this article. The simple message: when Formatted: Font: English (United States)

you promise something, deliver. Clients don't like to be disappointed. Sometimes,

something may not get done, or you might miss a deadline through no fault of your

own. Projects can be late, technology can fail and sub-contractors don't always deliver

on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go a

miss.

OBJECTIVES OF CUSTOMER SATISFACTION PROGRAMME Formatted: Font: (Default) Times New Roman, English
(United States)

Programs are research based, built on the three corner stones of customer satisfaction: Formatted: Left

product quality, process and procedural quality, and relationship quality. program

assesses specific issues under each component, for example:

Product Quality

meets or exceeds expectations

state-of-the-art technology

validated, tested, & simulated to client specifications

competitive pricing

enhance customer value

Procedural Quality

ease of ordering

accurate fulfillment

inventory meets needs

on time delivery

environmentally friendly packing

packaged to prevent damage in shipment

ease of tracking

appropriate adjustment/return policy

order-through-delivery process bests competition

Relationship Quality

product knowledgeable contacts

knowledgeable about client needs

communicates at client knowledge level

one-stop problem resolution

problems solved at the root cause

legendary customer service benchmarks competition

The tailored Programs provide direct, statistically valid, comparison data of you to

your competition on the following actionable areas:

Responsiveness

Competitiveness

Innovativeness

Quality

Customer Service

Long Term Partnering

It accurately quantifies your competitive strengths and weaknesses from your

customers' perspective. Using the data, it will help you focus strategic efforts to retain

and increase market share. The programs also provide direct measure of the

effectiveness of initiatives your organization has implemented during prior year (after

first year's participation). That is, you will have quantifiable internal benchmarks (in

addition to the external competitive benchmarks) on the repeat annual surveys to

judge progress based on actions you have taken during the previous 12 months.
 TABLE SHOWING KEY FACTORS FOR CUSTOMER SATISFACTION Formatted: Font: English (India)

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COMPANY FUNCTION Formatted: Font: English (India)

QUALITY FACTORS Formatted: Font: English (India)

Product Formatted: Font: English (India)

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Knowledge Formatted: Font: English (India)
Sales
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Brochure detail Formatted: Font: English (India)

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Mailing frequently Formatted: Font: English (India)
Marketing
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Order Delivery time Formatted: Font: English (India)

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Order Completeness Formatted: Font: English (India)
Distribution
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Problem Response Time Formatted: Font: English (India)

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Time to Resolve Formatted: Font: English (India)
After Sales
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Accuracy Formatted: Font: English (India)

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Problem Response Formatted: Font: English (India)
Accounts
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Courtesy Formatted: Font: English (India)
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INDUSTRY PROFILE Formatted: Font: Bold, English (United States)

AUTOMOBILE INDUSTRY TILL DATE

The automobile industry is one of the biggest industries in the world. Being a major

revenue and job generating sector it drives the economies of some of the superpowers

of the world. In India the automobile industry has grown by leaps and bounds since

the advent of the liberalization era the automobile industry and especially the two

wheeler segment has grown by leaps and bounds.

The liberalization has done away with primitive and prohibitive practices of licensing

and restricted foreign investment have been done away with. The result of which was

the entry of foreign players into the Indian market. The two wheeler segment was

largely dominated by Automobile Products of India (API) and Enfield in the 50s.

Later on towards the end of the 50s Bajaj Autos began importing Vespa scooters from

Italian company Piaggio. In the following decades the automobile industry in India

was mainly dominated by scooters with API and later Bajaj dominating the market.

There were very few products and choices available as far as motorcycle is concerned

and Enfield bullet and Rajdoot dominated the market. The 80s saw the entry of

Japanese companies in the Indian market with the opening up of the market to foreign

companies. Hero Honda and TVS Suzuki are companies formed in this era of market
reform. The market was still predominantly scooter dominated and Bajaj and LML

were the leading brands producing the products at that time.

The Japanese companies not only collaborated with Indian companies to produce

thealready existing products but also brought in new technology as a result of which

theever conquering 100cc bikes which were extremely fuel efficient with 4 stroke

engineswere launched in India. These proved to be highly successful as they provided

a cheapand affordable means of personal transport to all those who could not buy a

car. Theflourishing middle class took a great liking for these bikes and the bike sales

in Indiabegan to grow exponentially year on year leading to Hero Honda becoming

the leader inthe two wheeler industry in India and the largest producer of two wheelers

in the world.The post 90s era was the era of liberalization and weakening of restrictive

measures.The government went on an overdrive to support the industry and all FDI

regulations andlicensing was abolished. 100% FDI was allowed in the automobile

industry and theexcise duty was also considerably reduced to its current level of 12%

on two wheelers.All these factors combined with the rising fuel prices, the increasing

dispensableincomes of households, easy access to finance, etc. have led to two

wheeler industrybecoming the backbone of the automobile industry in India.The two

wheeler industry in India forms a major chunk of the automobiles produced inIndia.

According to Society of Indian Automobile Manufacturers statistics for the year2016-

2017, two wheelers comprise 80% of market share among the vehiclesproduced in

India.The production share of two wheelers is quite similar to the market share. The
twowheeler industry comprises around 79% of the total automobiles produced in

India. TheSIAM data for the year 2016-2017 states that 1,99,29,485 two wheelers

were producedduring the year against a total of 25,314,460vehicles produced during

the year.

India emerged as Asia's fourth largest exporter of automobiles, behind Japan, South

Korea and Thailand. Indias automobile sector consists of the passenger cars and

utility vehicles, commercial vehicle, two wheelers and tractors segment. The total

market size of the auto sector in India is approximately 58909 million$ and has been

growing at around 8 percent per annum for the last few years. Since the last four to

five years, the two wheelers segment has driven the overall volume growth on account

of the spurt in the sales of motorcycles. However, lately the passenger cars and

commercial vehicles segment has also seen a good growth due to high discounts,

lower financing rates and a pickup in industrial activity respectively. Major

automobile manufacturers in India include Maruti Udyog Ltd., General Motors India,

Ford India Ltd., Eicher Motors, Bajaj Auto, Daewoo Motors India, Hero Honda

Motors, Hindustan Motors, Hyundai Motor India Ltd., Royal Enfield Motors, TVS

Motors and Swaraj Mazda Ltd.

With the economy growing at 9% per annum and increasing purchasing power there

has been a continuous increase in demand for automobiles. This, along with being the

second largest populated country, makes the automobile industry in India on third

rank.
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INDIAN TWO WHEELER MARKET

Ever since the old Lambretta scooter was replaced with the flurry of vibrant two Formatted: Font: Not Bold, Font color: Black

wheeler models, Indian two wheeler industry has seen a phenomenal change in the

way they perceive the Indian market. Two wheeler manufacturers are now competing

in an ever growing consumer market bybringing out new products and features. The

country has now grown into the one of the largest producer of two wheelers in the

world. Currently there are around 10 two-wheeler manufacturers in the country, and

they are Bajaj, Hero motocorp, Honda, Mahindra/Kinetic, Royal Enfield, Suzuki,

TVS, and Yamaha. Among these manufacturers hero motocorp is the largest

manufacturer of two wheeler .There have been various reasons behind this growth.

Because of poor public transport system, the citizens found convenience in two

wheelers. Added to this is the fact that the average Indian still does not have the

purchasing capacity for a more expensive, four wheeler. The story of Mr. Ratan Tata

inspired by a family of four members travelling in Indian roads, not concerned about

safety and the evolution of the idea of TATA Nano has been quite famous globally.

The Indian two wheeler industries can be divided into motorcycles, scooters and

mopeds. The consumer has changed his preference from mopeds to scooters and then

to motorcycles. The trends seen in the past few years include females increasingly
using two-wheelers for their personal commutation and various two wheeler

manufacturers designing vehicles specially to cater to needs of this segment. One of

the earliest revolutions in this industry was Kinetics introduction of the concept of

electronic/self-start and automatic gears which made two wheelers comfortable and

useable by women, when compared to old Bajaj Chetak advertisements which showed Formatted: Font: Not Bold, Font color: Black

middle aged females riding a Bajaj Chetak scooter.

A recent trend in the industry has been electric vehicles, which mostly leverage on Formatted: Font: Not Bold, Font color: Black

their eco-friendliness and low operating costs, but is still not accepted well due to the

lack of reputation of the manufacturers and lack of trust on technology, which is still

being perceived in the nascent stages, especially battery and inverters which prove to

be very expensive components. TVS and HONDA few years ago leveraged this

opportunity by launching a hybrid model of their non geared scooter . The end of the

last decade saw Bajaj taking a radical decision to do away with the Scooter range and

completely concentrate on motorcycles, especially stating change in customers

preference as the main reason. The customers are left without a choice in most cases

than to migrate from the traditional scooters of the Indian family to the all youthful

bikes.
SWOT ANALYSIS Formatted: Font: Font color: Auto, English (India)

MAJOR PLAYERS IN INDIAN TWO WHEELER MARKET Formatted: Font: Font color: Auto, English (India)

GROUP PLAYERS ATTRIBUTES COMPETITIVE FORCES Formatted: Font: Not Bold, Font color: Auto, English (India)
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A Bajaj, Hero Honda Highly diversified - High buyer power Formatted: Font: Not Bold, Font color: Auto, English (India)
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Aggressive promotion - High competitive Formatted: Font: Not Bold, Font color: Auto, English (India)
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rivalry Formatted: Font: Not Bold, Font color: Auto, English (India)
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- High entry barriers Formatted: Font: Not Bold, Font color: Auto, English (India)
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B TVS Selectively diversified - Low entry barriers Formatted: Font: Not Bold, Font color: Auto, English (India)
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Aggressive Promotion - Narrow product lines imply
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that aggressive promotions Formatted: Font: Not Bold, Font color: Auto, English (India)
can eat into market share Formatted: Font: Not Bold, Font color: Auto, English (India)
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C Honda, Yamaha Selectively diversified -High threat of Formatted: Font: Not Bold, Font color: Auto, English (India)
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Moderate Promotion substitution (Rs 1 lakh car) Formatted: Font: Not Bold, Font color: Auto, English (India)
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- Low entry barriers Formatted: Font: Not Bold, Font color: Auto, English (India)
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D Royal Enfield Highly specialized - Low buyer power, high Formatted: Font: Not Bold, Font color: Auto, English (India)

brand loyalty Formatted: Font: Not Bold, Font color: Auto, English (India)
Low Promotion Formatted: Font: Not Bold, Font color: Auto, English (India)
- Product diversification will Formatted: Font: Not Bold, Font color: Auto, English (India)

imply risk of brand dilution Formatted: Font: Not Bold, Font color: Auto, English (India)
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SWOT ANALYSIS OF THE TWO WHEELER INDUSTRY Formatted: Font: Font color: Auto, English (India)

STRENGTHS WEAKNESSES Formatted: Font: Font color: Auto, English (India)

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Established brands Extremely price sensitive Formatted: Font: Not Bold, Font color: Auto, English (India)
Strong Brand Name Short PLC Formatted: Font: Not Bold, Font color: Auto, English (India)

Fuel efficient High R and D costs Formatted: Font: Not Bold, Font color: Auto, English (India)
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Style statement
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Convenient in heavy traffic
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Cheap and affordable Formatted: Font: Not Bold, Font color: Auto, English (India)
Easy and cheap finance availability Formatted: Font color: Auto

Patents Formatted: Font: Not Bold, Font color: Auto, English (India)
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Good reputation among customers
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OPPURTUNITIES THREATS Formatted: Font: Font color: Auto, English (India)
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Growing premium segment The Rs.1 Lakh car Formatted: Font: Not Bold, Font color: Auto, English (India)
Increasing dispensable income Cut throat competition Formatted: Font: Not Bold, Font color: Auto, English (India)

Environmental concerns Increasing number of players in the Formatted: Font: Not Bold, Font color: Auto, English (India)
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Exports increasing market
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Very strong demand in the 100cc. Rising raw material costs
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segment dominated by limited players. Increasing rates of interest on finance Formatted: Font: Not Bold, Font color: Auto, English (India)
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INTRODUCTION to COMPANY(ROYAL ENFIELD) Formatted: Font: Font color: Auto, English (India)

Royal Enfield one of the popular brand and highest selling bike in India and outside Formatted: Font: Not Bold, Font color: Auto, English (India)

India (USA, Europe, Australia etc). Royal Enfield motorcycles had been sold in India

from 1949. In 1955, the Indian government looked for a suitable motorcycle for its

police and army, for use patrolling the country's border. As far as the motorcycle

brand goes, though, it would appear that Royal Enfield is the only motorcycle brand to

span three centuries, and still going, with continuous production. Product range has

widened and the customer has evolved.

HISTORY OF THE COMPANY Formatted: Font: Font color: Auto, English (India)
Mid-19th century England The firm of George Townsend & Co. opened its doors in Formatted: Font: Not Bold, Font color: Auto
Formatted: Font: Not Bold, Font color: Auto, English (India)

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 Formatted: Font: Font color: Auto, English (India)

Gun. The marquee was born. Formatted: Font: Not Bold, Font color: Auto, English (India)

INDUSTRY Motorcycles, Lawnmowers Formatted: Font: Not Bold, Font color: Auto, English (India)

SUCCESSOR Royal Enfield Motors (formerly Enfield of India) Formatted: Font: Not Bold, Font color: Auto, English (India)

FOUNDED 1893, as Enfield Manufacturing Co. Ltd. Formatted: Font: Not Bold, Font color: Auto, English (India)

DEFUNCT 1971 Formatted: Font: Not Bold, Font color: Auto, English (India)

HEADQUARTERS Redditch, Worcestershire, England Formatted: Font: Not Bold, Font color: Auto, English (India)

KEY PEOPLE Founders Albert Eadie and Robert Walker Smith Formatted: Font: Not Bold, Font color: Auto, English (India)

PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor. Formatted: Font: Not Bold, Font color: Auto, English (India)

Profile of the Organization

Royal Enfield is the makers of the famous Bullet Formatted: Font: Not Bold, English (India)

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 Formatted: Font: Not Bold
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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 Formatted: Font: Not Bold, English (India)

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.
CHAPTER -2 Formatted: Font: Font color: Auto, English (India)

RESEARCH OBJECTIVES AND METHODOLOGY Formatted: Font: Font color: Auto, English (India)

A Study on Customer Satisfaction towards ROYAL ENFIELD BIKES Formatted: Font: Font color: Auto, English (India)

Customer satisfaction plays a crucial role in enabling an organization to change and Formatted: Font: Not Bold, Font color: Auto, English (India)

develop with customers. Keeping the existing customer contended is generally much
easier, takes less time and involves less expense. The reason for this is that it takes

more time to find new prospective customer. In this context study is conducted with

special reference to customer satisfaction. A company can earn more profits only

when it has strong customer care towards product and services offered by the

company. So to have strong customer care it should provide a competitive price

further advertising to increase.

RESEARCH OBJECTIVES OF THE STUDY Formatted: Font: Font color: Auto, English (India)

To determine the customers satisfaction regarding RE bikes and after sales Formatted: Font: Not Bold, Font color: Auto, English (India)

service.

To know about the experience after purchase relating various parameters Formatted: Font: Not Bold, Font color: Auto, English (India)

(Service, bike performance, mileage etc).

OPERATIONAL DEFINITIONS Formatted: Font: Font color: Auto, English (India)

1. Customer- A customer (also known as a client, buyer, or purchaser) is usually Formatted: Font: Not Bold, Font color: Auto, English (India)

used to refer to a current or potential buyer or user of the products of an

individual or organization, called the supplier, seller, or vendor.

2. Customer Satisfaction- A business term, is a measure of how products and Formatted: Font: Not Bold, Font color: Auto, English (India)

services supplied by a company meet or surpass customer expectation.

Customer satisfaction is defined as "the number of customers, or percentage of

total customers, whose reported experience with a firm, its products, or its

services (ratings) exceeds specified satisfaction goals."

3. Respondents- A person who replies to something, esp. one supplying Formatted: Font: Not Bold, Font color: Auto, English (India)

information for a survey or questionnaire or responding to an advertisement.

4. Objective- An end that can be reasonably achieved within an expected Formatted: Font: Not Bold, Font color: Auto, English (India)

timeframe and with available resources.

5. Bike- A motor vehicle with two wheels and a strong frame. Formatted: Font: Not Bold, Font color: Auto, English (India)

6. Buying- To acquire in exchange for money or its equivalent purchase. Formatted: Font: Not Bold, Font color: Auto, English (India)
RESEARCH METHODOLOGY Formatted: Font: Font color: Auto, English (India)

The research will be carried out in various phases that constitute an approach of Formatted: Font: Not Bold, Font color: Auto, English (India)

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 thinks and what is

the mindset about RE bikes. Or say how much user is satisfied with it.

The first phase is completely internal where it is stormed over the most effective route Formatted: Font: Not Bold, Font color: Auto, English (India)

of action, considering that Bullet users are more in number.

The second phase is with some of the seasoned bikers who have been using Bullets for Formatted: Font: Not Bold, Font color: Auto, English (India)

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 Formatted: Font: Not Bold, Font color: Auto, English (India)

questionnaire keeping in mind the time and cost constraints.

TOOLS OF DATA COLLECTION Formatted: Font: Font color: Auto, English (India)
The information relevant for study was drawn from Primary data collected through Formatted: Font: Not Bold, Font color: Auto, English (India)

survey method, which alone was not sufficient. Hence Secondary data was collected

to study successfully.

Primary data- In order to find out customer satisfaction regarding bikes of Formatted: Font: Font color: Auto, English (India)
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Royal Enfield Primary Data was collected by personally visiting 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. As well as I contacted some of the customers through telex calling Formatted: Font: Bold

Formatted: Indent: Left: 0.45", No bullets or numbering

by taking the data about the customers from the customer data register of the

dealership. I interviewed them and discussed with the showroom staff as well as

with the employees at Royal Enfield which helped me to prepare the research

Report.

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.

PLAN OF ANALYSIS

Raw Primary data has been collected with help of questionnaire. The raw data

has been tabulated with the help of table. From the tables, concept, analysis and

inferences are drawn which in turn was used for interpretation. Based on, these

charts were prepared to better pictorial understanding of the study.

From the set of inferences and interpretation, conclusion have been drawn

which is followed by suggestions, keeping the objectives in mind throughout

the study.

LIMITATIONS OF THE STUDY

This research is geographically restricted to Bangalore city only. Hence the

result cannot be extrapolated to other places.

The study is restricted only to the organized sector of two-wheeler industry.

Sample size was confined to some respondents keeping in view of time and

cost constraints.

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Formatted: Indent: Left: 0.5", No bullets or numbering

Findings are based on sample survey. The information executed by respondents

may or may not be true because some respondents may not be serious.

However, all possible has been made to collect the information as authentically

as possible.
 This project has been taken up at the undergraduate level and the knowledge

and experience of the student is limited and hence may not be professional

enough.

Formatted: Centered

CHAPTER -3 DATA ANALYSIS AND INTERPRETATION Formatted: Font: (Default) Times New Roman, 13 pt, Bold,
Underline

TABLE No.1

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON

AGE
AGE NO. OF PERCENTAGE

RESPONDENTS

20-24 30 40%

25-29 19 26%

30-34 14 18%

Above 35 12 16%

TOTAL 75 100%

Analysis

From the above table it is clear that 40% of the respondents are aged between 20 and

24, 26% between 25 and 29, 18% between 30 and 34 and only 16% aged above 35

years.

Interpretation

It is revealed that majority of respondents are between 20 and 29 years. From this we

can conclude younger generation and middle age are more interested in Royal Enfield

may be because this is the age where they start earning.

GRAPH No.1

GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON

AGE
 16%

40%
18%

20-24

26% 25-29
TABLE No.2

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON

GENDER

GENDER NO. OF PERCENTAGE

RESPONDENTS

MALE 69 92%

FEMALE 6 8%

TOTAL 75 100%

Analysis

From the above table it is clear that 92% of respondents were male and female

respondents constituted just 8% of total responses.

Interpretation

It is clear that most of the users of Royal Enfield are males mostly because of the

manly look of the bikes.

GRAPH No.2

GRAPHSHOWING-THE PROFILE OF THE RESPONDENTS BASED ON

GENDER

8%

Male
Female
92%
TABLE No.3

TABLE SHOWING-THE OCCUPATION OF RESPONDENTS

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS

STUDENT 33 44%

GOVERNMENT SERVICE 5 6%

EX-SERVICEMEN 3 4%

PROFESSIONAL 21 28%

SELF-EMPLOYED 13 18%

TOTAL 75 100%

Analysis

From the above table it is clear that 44% of the respondents were students pursuing

their graduation or post graduation studies and 28% were professionals. 18% of the

respondents were self employed, 4% were ex-serviceman and 6% belonged to

government services.
Interpretation

It is clear that users are mostly Professional males, 20-35 years of age including some

students because of the looks and power of the bike.

GRAPH No.3

GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS

 45%

40%
35%
30%
25%
20%
15%
10%
5%
0%

No. of Respondents

Student Govt service Ex-servicemen Proffesional Self-employed

No. of Respondents 44% 6% 4% 28% 18%

TABLE No.4

TABLE SHOWING-THE MODEL OF THE ROYAL ENFIELD THE

RESPONDENTS PRESENTLY OWN
MODEL NO. OF PERCENTAGE

RESPONDENTS
BULLET 500 11 14%

THUNDER BIRD 7 10%

BULLET ELECTRA 15 20%

HIMALYAN 500 6 8%

BULLET 350 16 21%

CLASSIC 500/350 17 23%

OTHERS 3 4%

TOTAL 75 100%

Analysis

From the above it is clear that 14% of the respondents own Bullet 500, 10% of them
own Thunder Bird, 20% of them own Bullet Electra, 8% of them own Machismo 500,
21% of them own Bullet 350 and 23% of them own Classic 500/350.

Interpretation

It clearly shows that customers are not attracted to only one particular model due to
the variants available and because the Classic 500/350 are the newly released models
they are fast moving now

TABLE No.5

TABLE SHOWING- THE MILEAGE OF ROYAL ENFIELD AFTER

PURCHASE OF BIKE
MILEAGE NO. OF PERCENTAGE

RESPONDENTS

45km/lit & Above 5 6%

40-45 16 22%

35-40 26 34%

30-35 18 24%

Below 30 10 14%

TOTAL 75 100%

Analysis

From the above table it is clear that 56% of respondents gain mileage of 35-45km/lit

which is really good, 24% of them between 30-35km/lit, 14% below 30km/lit and 6%

above 45km/lit.

Interpretation

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.

GRAPH No.5

GRAPH SHOWING-THE MILEAGE OF ROYAL ENFIELD AFTER

PURCHASE OF BIKE
 30

25

20

15

10

0
45km/lt 40-45 35-40 30-35 Below 30
No. of Respondents 5 16 26 18 10

TABLE No.6
TABLE SHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE

FREQUENCY OF NO. OF PERCENTAGE

BREAKDOWN
RESPONDENTS

VERY OFTEN 8 10%

RARELY 19 26%

NOT AT ALL 48 64%

TOTAL 75 100%

Analysis

From the above table it is clear that 64% of the respondents say that there is no

problems or breakdown of their bikes after purchase, 26% say rarely their bikes get

repaired and 10% of respondents say their bikes breakdown very often.

Interpretation

It is clear that most of the Royal Enfield bikes doesnt breakdown at all and it is not

problematic and not involved into repair always.

GRAPH No.6
GRAPHSHOWING- THE BREAKDOWN OF BIKES SINCE PURCHASE OF
VEHICLE

10%

26%

64%

Very often
Rarely
Not at all

TABLE No.7
TABLE SHOWING- THE PLACE OF PURCHASE OF ROYAL ENFIELD
BIKES & THEIR SATISFACTION LEVEL TOWARDS IT

PLACE OF NO. OF PERCENTAGE

PURCHASE RESPONDENTS

SHOWROOM 48 64%

DIRECT SECOND HAND 22 30%

USED VEHICLES 5 6%
DEALERSHIP

TOTAL 75 100%

RESPONSE FOR NO. OF PERCENTAGE

SATISFACTION
RESPONDENTS

YES 57 76%

NO 18 24%

TOTAL 75 100%

Analysis

64% of the Bullet riders prefer to buy their bike from showroom only and 30% may
buy it Second hand dircetly. But none of them buys the bike through brokers which
shows that reliability of an outside party is low while making the purchase decision
among the Bullet riders.Also 76% of respondents are very much satisfied with the
place of purchase of their bike and 24% are not at all satisfied.

Interpretation

It is clear that most of the respondents prefer to buy their bike brand new from
showroom only and majority of the customers are very much satisfied with the place
of purchase of their Royal Enfield bike. This also shows there is more demand for new
bikes.

GRAPH No.7
GRAPH SHOWING- THE PLACE OF PURCHASE OF ROYAL ENFIELD
BIKES AND THEIR SATISFACTION RESPONSE TOWARDS IT

48 No. pf Respondents
50
45
40
35
30 22
25
20
15
5
10
5
0
Showroom Direct second hand Used vehicles
dealership

Point of satisfaction

24%

Satisfied
Not Satisfied

76%

TABLE No.8
 TABLE SHOWING- THE AVAILABILITY OF SPARE PARTS IN THE
MARKET

AVAILABILITY NO.OF PERCENTAGE

RESPONDENTS

READILY AVAILABLE 51 68%

DONT GET THEM 8 10%

READILY

DONT HAVE GOOD 12 16%

SPARES SUPPLY

MAJOR HEADACHE 4 6%

TOTAL 75 100%

Analysis

From the above it is clear that 68% of the respondents are satisfied with the

availability of spare parts and remaining 32% of respondents are discontent with the

availability of spare parts.

Interpretation

It is clear that majority of the respondents are satisfied with spare parts availability

and we can say that Royal Enfield has good distribution channel for spare parts in the

city.

GRAPH No.8
GRAPH SHOWING-THE AVAILABILITY OF SPARE PARTS IN THE
MARKET

6%

16%

10%

68%

Readily Available
Don't get them readily
Don't have good spares supply
Major headache

TABLE No.9
TABLE SHOWING- THEMAJOR PROBLEMS AFTER PURCHASING
ROYAL ENFIELD BIKE

PROBLEMS NO. OF PERCENTAGE

RESPONDENTS

HIGH MAINTENANCE 11 14%

POOR AFTER SALES 7 10%

SERVICE

HIGH PRICE 15 20%

LOW MILEAGE 8 10%

NOISY VEHICLE 3 4%

NO PROBLEM 31 42%

TOTAL 75 100%

Analysis

Maximum number of people (42%) described that there is no problem with the bike
after purchase, 20% had an issue with the price range, third biggest problem was 14%
of them felt high maintenance was required for the bike, only 4% of them felt it was
noisy vehicle and while 10% of respondents each refrained because of the low
mileage and the poor after sales service of Bullet.

Interpretation

It is clear that majority of the people who choose Royal Enfield as their bike dont
have any problems or issues with their bikes performance.

GRAPH No.9
GRAPH SHOWING-THEMAJOR PROBLEMS AFTER PURCHASING
ROYAL ENFIELD BIKE

14%

10%
42%

20%
High maintainance

Poor after sales

service
High Price

4% Low mileage
10%
Noisy vehicle

TABLE NO.10
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP

RATING NO. OF PERCENTAGE

1-4 RESPONDENTS

(1) POOR 4 6%

(2) AVERAGE 8 10%

(3) GOOD 20 26%

(4) EXCELLENT 43 58%

TOTAL 75 100%

Analysis

From the above table it is clear that 6% of the respondents rated very poor and they
were not at all satisfied, 10% of them rated average, 26% of them rated good and
maximum number of respondents i.e. 58% rated excellent and these respondents were
very much satisfied with their bikes power and pick up.

Interpretation

It is clear that majority of the respondents are satisfied with their bikes power and pick
up. This shows Royal Enfield has an excellent satisfaction level within the customer.

GRAPH No.10
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO POWER AND PICK UP

45

40

35

30
Excellent
25
20 Good

15
Average
10
5
Poor
0

No. of Respondents

No. of Respondents
Poor 4
Average 8
Good 20
Excellent 43

TABLE No.11
TABLE SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY

RATING NO. OF PERCENTAGE

1-4 RESPONDENTS

(1) POOR 7 9%

(2) AVERAGE 12 16%

(3) GOOD 24 32%

(4) EXCELLENT 32 43%

TOTAL 75 100%

Analysis

From the above table it is clear that 9% of the respondents rated very poor and they
were not at all satisfied, 16% of them rated average, 32% of them rated good and
maximum number of respondents i.e. 43% rated excellent and these respondents were
very much satisfied with their bikes comfort and safety.

Interpretation

It is clear that majority of the respondents are satisfied with their bikes comfort and
safety. This shows Royal Enfield has an excellent satisfaction level within the
customers.

GRAPH No.11
GRAPH SHOWING-THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO COMFORT AND SAFETY

9%

16%

43%

Poor

Average

32% Good

Exellent

TABLE No.12
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR
SATISFACTION LEVEL WITH RESPECT TO AFTER SALES SERVICE

RATING NO. OF PERCENTAGE

1-4 RESPONDENTS

(1) POOR 11 14%

(2) AVERAGE 13 18%

(3) GOOD 27 36%

(4) EXCELLENT 24 32%

TOTAL 75 100%

Analysis

From the above table it is clear that 14% of the respondents rated very poor and they
were not at all satisfied, 18% of them rated average, 36% of them rated good and
maximum number of respondents i.e. 32% rated excellent and these respondents were
very much satisfied with the after sales service.

Interpretation

It is clear that majority of the respondents are satisfied with their after sales service
and few respondents are not at all satisfied. This shows Royal Enfield has a good
satisfaction level within the customers.
GRAPH No.12

GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR THEIR

SATISFACTION LEVEL WITH RESPECT TO AFTER SALES SERVICE

30 27

24

25

20

13
15 11

10

0
Poor Average Good Excellent

No. of Respondents
TABLE No.13

TABLE SHOWING- THE RESPONDENTS OPINION AND LEVEL OF

SATISFACTION ABOUT THE COMPANY TAKING ACTION TOWARDS
COMPLAINTS LODGED BY THE CUSTOMERS

YES/NO NO. OF RESPONDENTS PERCENTAGE

YES 55 73%

NO 20 27%

TOTAL 75 100%

RESPONSE FOR NO. OF RESPONDENTS PERCENTAGE

SATISFACTION

YES 49 66%

NO 26 34%

TOTAL 75 100%

Analysis

The above table shows that 73% of the respondents accept that the company takes
action towards the complaints lodged by the customers and 27% disagree for the
same. Also the satisfaction level is 66% by the respondents and 34% are not satisfied.

Interpretation

It is clear that most of the respondents agree that the company takes action towards the
complaints lodged by the customers and also the satisfaction level of the customers is
very high. This shows Royal Enfield checks at the complaints registered by their
customers on regular basis to maintain its brand value.

GRAPH No.13

GRAPH SHOWING- THE RESPONDENTS OPINION AND LEVEL OF

SATISFACTION ABOUT THE COMPANY TAKING ACTION TOWARDS
COMPLAINTS LODGED BY THE CUSTOMERS

55

60

40 20

20

0
Yes
No

No. of Respondents

Point of satisfaction

No
34%

Yes
66%
- Formatted: Font: (Default) Times New Roman

FINDINGS AND CONCLUSION

FINDINGS

1. It is revealed that majority of users are between 20 to 29 years. From this we

can conclude younger generation and middle age are more interested in Royal

Enfield may be because this is the age where they start earning.

2. It is clear that most of the users of Royal Enfield are males mostly because of

the manly look of the bikes.

3. Users are mostly Professional males, 20-35 years of age including some

students because of the looks and power of the bike.

Formatted: Indent: Left: 0.44", No bullets or numbering

4. Royal Enfield is placing their products in the appropriate price range. As the

people of this income bracket less than 1,20,000 can easily afford this Bike.

5. Customers are not attracted to only one particular model due to the variants

available and because the Classic 500/350 is the newly released models they are

fast moving now.

6. Customers are easily affording the price of Royal Enfield bikes and they are not

feeling much problem with the amount and purchasing way of most of the

customers is leading in cash sector.

7. Majority of the customers directly chose Royal Enfield as their bike and dint

even have a look at the nearest alternative bike and this shows the loyalty of the

customers towards the brand Royal Enfield.

Formatted: Indent: Left: 0.44", No bullets or numbering

Formatted: Font: (Default) Times New Roman, 13 pt

Formatted: Left, Indent: Left: 0.5", Line spacing: Multiple
8. Advertisements are rarely recalled and are highly ineffective amongst non- 1.15 li, No bullets or numbering

Bullet riders. Its clear that Royal Enfield should concentrate on its advertising

campaign to reach the customers.

9. 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.

10. Most of the Royal Enfield bikes doesnt breakdown at all, it is not problematic

and not involved into repair always.

11. It is clear that majority of the people who choose Royal Enfield as their bike

doesnt have any problems or issues with their bikes performance. Formatted: Font: Times New Roman

Formatted: Indent: Left: 0.44", No bullets or numbering

12. Majority of the respondents are satisfied with their bikes power and pick up.

This shows Royal Enfield has an excellent satisfaction level within the customer
 13. Majority of the respondents are satisfied with their bikes comfort and safety.

This shows Royal Enfield has an excellent satisfaction level within the

customers.

Formatted: Font: Times New Roman

CONCLUSION

The study has helped Royal Enfield dealers to understand whether the customers are
satisfied or not. If not what are main reasons for dissatisfaction of customer towards
the dealer and what are the ways of improving the satisfaction level of customer
towards dealer. Formatted: Font: Times New Roman

We can conclude younger generation and middle age 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 Professional Males, 20-35 years of
age, including some students. Most of the customers are attracted to newly released
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, safety and with after sales service.

It is clear that Royal Enfield checks at the complaints registered by their customers on
regular basis to maintain its brand value and entire Royal Enfield owner are passionate
Royal Enfield fans.

Formatted: Font: Times New Roman

SUGGESTIONS

Aggressive selling- The Company should follow an aggressive selling concept.

A non-aggressive selling concept which is clearly visible in its advertising

campaign which does not hit on the customer rather aims to provide

information in a subtle manner.

Weak follow up from dealerships- It was observed during the study 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.

Increase in customer query response- During the studyit was found that dealers

are not satisfying the queries of customers and so suggested to increase

customer query response by dealers.

Youth oriented promotion- Company should focus more on younger generation

as it can increase sales and market share .

BIBLIOGRAPHY

Books Referred

Marketing Management, 13th edition - Philip Kotler

Survey Research Methods - Charles Babbie

Magazines Referred

The Bullet-In, The Magazine For AllRoyal Enfield Bullet Enthusiasts.

Royal Enfield Magazine, The BEAT.

Websites Referred

www.google.com Formatted: Font: (Default) Times New Roman, No underline,

Font color: Auto

www.royalenfield.com Formatted: Font: (Default) Times New Roman, No underline,

Font color: Auto

www.SIAM org Formatted: Font: (Default) Times New Roman, No underline,

Font color: Auto
 www.enfieldmotorcycles.com Formatted: No underline, Font color: Auto