Académique Documents
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PART-A
1.INDUSTRY PROFILE
At the same time, a French engineer called De Dion made the first real good
engine for motorcycle and soon everyone was having a try at making complete
machine. And this was the turning point where bike started getting its actual look many
ideas poured in and were given shapes also.
Then the First World War came in1914, and the whole world changed. Bikes
made in this first period, from 1885 until the end of 1914 are called veterans and the
riders who are reliving how the first motorcyclists rode are still using many today.
When the war came, the bikes went with the army. The fastest way to carry an
urgent message was to send through a good rider on a bike. Here again a bike had a
turning point and during this period bikes got opportunity to claim its stake in the
market. It was considered to be best mode of travelling from remote area to urban and
from plains to rough terrain. Where a horse rider could not think of moving, their bikes
were able to do so. Moreover, a horse rider and horse would take rest after certain
interval of travelling, the bikes did not require since it was a machine.
One such British Bike, which actually made its appearance in the scenario, was
Royal Enfield and was produced in 1931 with four valve system. The name of the bike
was given in 1932 with a suitable name of bullet
which exactly had a good resemblance of the today‟s bike. In other words t he
modern bikes have come into shape shown by Royal Enfield.
In 1948, the first 350-bullet roadster was introduced. Although it was a new
motorcycle with many design innovations. It was the first British produced, which had a
rear swing arm. It also had an oil filter and alloy primary chain case.
Introduction
The feeling of freedom and being one with the Nature comes only from riding a
two wheeler. Indians prefer the two wheelers because of their small manageable size,
low maintenance, and pricing and easy loan repayments. Indian streets are full of people
of all age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of
status by the populace. Thus, in India, we would see swanky four wheels jostling with
our ever reliable and sturdy steed: the 2 wheeler
Nature of market
In the initial years, entry of firms, capacity expansion, choice of products
including capacity mix and technology, all critical areas of functioning of an industry,
were effectively controlled by the State machinery.
However, the major set of reforms was launched in the year 1991 in response to
the major macroeconomic crisis faced by the economy. The industrial policies shifted
from a regime of regulation and tight control to a more liberalized and competitive era.
Two major results of policy changes during these years in two-wheeler industry were
that the, weaker players died out giving way to the new entrants and superior products
and a sizeable increase in number of brands entered the market that compelled the firms
to compete on the basis of product attributes
There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS
Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd
(KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
(Yamaha Scooterettes/Mopeds.), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd
(REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
2.COMPANY PROFILE
THE BEGINNING
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and
stationary engines under the name Royal Enfield out of its works based at Redditch,
Worcestershire. The legacy of weapons manufacture is reflected in the logo comprising
the cannon, and the motto "Made like a gun". Use of the brand name Royal Enfield was
licensed by the Crown in 1890
Mid 19th century England The firm of George Townsend & Co. opened its doors
in the tiny village of Hunt End, near the Worcestershire town of Redditch. The firm was
specialized in sewing needles and machine parts. In the first flush of enterprise, flitting
from one opportunity to another, they chanced upon the pedal-cycle trade.
Little did they know then that it was the beginning of the making of a legend.
Soon, George Townsend & Co. was manufacturing its own brand of bicycles.
And in 1893 its products began to sport the name „Enfield‟ under the entity
Enfield Manufacturing Company Limited with the trademark ‘Made Like a Gun’. The
marquee was born.
DEFUNCT 1971
collaboration with the Eicher Group, a leading automotive group in India, in 1990, and
merged with it in 1994. Apart from bikes, Eicher Group is involved in the production
and sales of Tractors, Commercial Vehicles, and Automotive Gears.
Royal Enfield made continuously incorporating new technology and systems in
its bikes. In 1996, when the Government of India imposed stringent norms for emission,
Royal Enfield was the first motorcycle manufacturer to comply. It was among the few
companies in India to obtain the WVTA (Whole Vehicle Type Approval) for meeting
the European Community norms. Today, Royal Enfield is considered the oldest
motorcycle model in the world still in production and Bullet is the longest production
run model.
sidecar combinations. During the great depression of the 30s Royal Enfield was also
affected and the demand for motorcycles waxed and waned but the bicycle
manufacturing continued at the same pace and the company trudged on. The Cycar, a
fully enclosed motorcycle model appeared in the early 30s.
During World War II, like other manufacturers of that time Royal Enfield was
also called upon by the British authorities to develop and manufacture military
motorcycles. The models produced for the military were the WD/C 350 cc SV, WD/CO
350 cc OHV, WD/D 250 cc SV, WD/G 350 cc OHV and WD/L 570 cc SV.
One of the most well-known Enfield was the Royal Enfield WD/RE, known as
the Flying Flea, a lightweight 125 cc motorcycle designed to be dropped by parachute
with airborne troops.
After the war the factory continued manufacturing the models developed during
the war and the legendary J 2 model appeared which went on to be the ancestor of the
legendary Bullet. The same motorcycle which perhaps had the honor of the being the
one with the longest production run in the world.
PRODUCTS
1955: camshaft upgrade. The concentric kicks start and gear changes ever on the
gearbox, plus the air filter are changed. The front brake gets a twin, full width hub, and
brake. The 350 get amonobloc carb. The benchy (dual) seat is now standard, although
the single saddle seat was still available. Around this time, the 500cc bullet was also
sold in America as the Indian “woodsman” In 1955 the Indian government needed a
solid and reliable motorcycle for its police and army, in particular to patrol the rugged
border highways. The bullet was chosen as the most suitable bike for the job. The
Indian government ordered 800 of the 350cc models beyond the company‟s ability to
fill at the time. With more orders from India looming, the company sold its design to
Enfield India, a subsidiary firm in madras, India to start manufacturing them. There was
some retooling and redesign done at the English plant (Redditch) in 1955 to modernize
the bullet (including changes in the gear ratios in 1959). Between 1956 and 1960, the
bullet was released in several models, including a 350cc trials “ works replica” version
and a 350cc “ clipper” model. Technically the engines and power trains were the same
(except for bore size) and the only differences were in exhaust, seating, and
instrumentation. Handlebars and gas tank.
A lot of technical improvements were also making in that time, including moving
to alternator charging (1956) and coil ignition (1960). The 350cc model continued in
production, but the 500cc model was dropped in 1961. An “airflow” model was also
made briefly, with a fairing.
1956: Both models underwent several improvements in a new frame and air filter
housing, battery/ toolkit bow. The engine got a wider floating big-end bush and
cylinders head changes (separate rocker boxes retained) and stronger bottom end. The
500 dual seat was introduced by the Modern Indian Enfield which uses the post- 56
(with metric bearing sizes). And even it used the earlier frame. 1956 Saw an all-welded,
brazed-lug frame introduced, and also sent to India.
1957: Quick-detach rear wheel was introduced as an option. The air filter was
enlarged. The 350cc got an alternator. The bullet is now fully manufactured in India
under the license, at Anna Salai; near Chennai. The tooling equipment was also sold to
make the 350cc bullet in India in 1958. Later the Indian firm upgraded to make the
500cc model as well (one printed source says tooling for both models was sold to India
in 1967 but most agree it was 1957).
By this time the English company was under different ownership and that year
they closed the Redditch factory where bullets were manufactured, and hence all the
possible remaining tooling equipments were sold to Chennai at that time, but they
certainly had manufacturing equipment in India a decade ago. On source, Peter Snidal,
says that there were “Moto Cross”(MX) bullets made in this period. The 350 had a cast
aluminium head and the 500 cc an iron barrel. Apparently two 350s and two 500cc were
imported into Vancouver by Frank Carr in 1957. Carr succumbed to cancer shortly after
they arrived and his business stood down at that time. The entire MX bullet that came
into Vancouver in 1957 had Lucas Magdynos on them.
They also were equipped with quick-detachable lights and number plates on the
rear frame, plus high straight pipes as well. They were very fast bikes. The 350 would
blow away just about anything on the street up to 70mph or so.
He says they were essentially the bikes that he saw advertised in cycle magazines
of the time as the Indian woodsman and warrior-competition models. They were very
fast bikes, Snidal writes. “The 350 would blow away just about anything on the street
up to 70mph or so. In fact, I not only saw the original owner of one of them to do it to
just about all of us, at one time or another, including a 500Velo Venom, which was the
2nd fastest (after that day) in our little pack, but also 350 Vipers, (both of them) and
everything else came up again. A few years later, I got hold of it, and Rebuilt/Restored
it, and once again blew away TR6‟s with impunity. It had very radical cams (straight
up, open a long time, straight down-the ramps were so steep is looked like they‟d just
am the camp followers -and the 350‟s came with a 15:1 piston”).
1959: Smaller 17-inch wheels. Coil ignition. Optional Airflow fairing with deeper
front mudguard. Forks modified. Oval oil pump cover plates on 500cc. 30cc got larger,
re-shaped 3.75-gallon gas tank, chain enclosure and larger, wider seven-inch front brake
(the 500 retained its six inch twin drum brake). New stylish gas
tank, trials model gets heavier fly wheels, and exhaust is tucked away, but
continues with magneto.
1960: huge, one –piece alloy cylinder head (big head) casting plus new, larger
„chunky‟ tank for 500. This is also the engine design used for the India Enfield bullet,
coil ignition is introduced.
The Royal Enfield fury, produced at this time for the US market, is essentially the
same bike as the Bullet (both 350 and 500cc models), capable of reaching the 100 mph
mark (a f 350cc Enfield tuned by Steve Lindsell in the late 1970s reached 95.64 mph).
It deferred from the bullet by having a the bullets iron and a higher compression piston
(8:9:1 instead of 7:3:1 ). It also had a flange for mounting an optional rev counter, an 18
– inch rear and 19-inch front wheel. Between 1959 and 1963,only 191 machines were
made.
The 500cc boasted a 40bhp output, up from the UK models production of 27bhp.
A 600cc model was also made for a short period.
1961: detachable end – cap fishtail silencer, trials model discontinued except by
special order.
1962: deeper rear mudguard. Both 350 and 500 models discontinued. The UK
Company was sold in 1962 and the bullet line discontinued. Enfield India continued to
churn out bullets just the way they were made in England in 1955. Forty years later they
still do, with a few minor modifications (signal lights, a 28m Mikuni card, 12-volt
electric‟s a better bench seat and in 1990. twin leading – shoe
brakes). While not the largest motorcycle manufacturer in India (they rank about
third, producing around 18,500 bikes a year but have plans to increase that to 25,000)
they are one of its oldest. Initial attempts to import 350 bullets into the UK in the
1970‟s (by the Slater brother and later Evesham motorcycles – according to
one source the actual date of the first re-introduction was 1977), were
unsuccessful. The bike wasn‟t up to par and the exchange r ate wasn‟t very good. So
they were not as inexpensive as they are today. The Indian company had little interest in
making changes the few sales exports could garner.
In 1986, Raja Narayanan, a UK civil servant, returned to his home in India and
started an export farm for the company to bring the bullet back into England. He got his
first 350 into England that year. He was responsible for many of the production change
that
improved sales and quality over the years. He responsible for many of the
production changes that improved sales & quality over the years. It was the prodigal
son returning home.
The bike appeared in UK motorcycle shows in 1989 and at the classic bike show
in Stafford in 1990. Canada started importing them three years ago, and the US in 1995.
Twenty countries now import them. In late 1995, the Indian firm finally acquired
the name Royal Enfield as their own. The Canadian importer started putting the new
decals on the tank in early 1996. Recently Swiss engineer fritz Egli has been working
with Enfield to improve production for exports models. He also designed performance
improvements for his own retail sales bullets and has been discussing a five-speed
transmission with the company. He designed a 535cc version, which produces 45bhp
and 624cc racer (47c.bhp with a top speed to 160dph, 100 mph neither one has made it
to North America….yet).
CLOSEOUT IN UK
Royal Enfield UK continued manufacturing motorcycles and came out with some
more innovative and powerful machines notably the Royal Enfield Meteor,
Constellation and finally the Interceptor 700, before being sold to Norton-Triumph-
Villiers (NVT) in 1968. Production ceased in 1970 and the company was dissolved in
1971. Remaining tooling and equipment of the Redditch works were auctioned off.
Meanwhile the Bullet 350 continued to be manufactured in India and by the
1980ӳ the motorcycles were even exported to Europe out of India. Even after the
motorcycle manufacturing closed down the precision engineering division ran for some
more time and even bicycles were produced until quite late.
In 1996, when the Government decided to impose stringent norms for emission
Royal Enfield was the first motorcycle manufacturer to comply, a tradition which has
stuck on thus making emission norms being one of the most important factors the
company focuses on. Royal Enfield is amongst the first few Indian companies to obtain
the WVTA (Whole Vehicle Type Approval) for meeting the European Community
norms.
MANUFACTURING
Royal Enfield's manufacturing operations go through a series of modernization
and improvement efforts, with a number of automated processes. The Company has put
in place modern manufacturing practices like Cellular layouts, Statistical process
controls and Flexible manufacturing systems.
The Chennai manufacturing facility has received the ISO 9001 certification and
for managing its operations in a clean and safe environment, it has obtained the ISO
14001-quality certification and kaizens are implemented to ensure the quality levels are
kept at an ever rising pace.
Royal Enfield ensures that all the components used in the bikes are sourced from
the best vendors in the Indian automotive industry, who are geared to supply according
to the Company‟s stringent quality standards.
The company works closely with all of its suppliers, giving them technical and
managerial support while maintaining practices like Direct-On-Line and Vendor Self-
Certification.
MARKETING NETWORK
You can feel the pulse of your customers, only if you get close to them. This
thought process has driven Royal Enfield to set up has a wide network of 11 Brand
Stores, 180 dealers in all major cities and towns, and over 100 Authorized Service
Centre. The Company also exports motorcycles to 42 countries like the USA, Japan,
UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other countries
through 40 importers and over 300 dealers across the globe
The Tour of Rajasthan and the Southern Odyssey. It also organizes the Annual
festival of biking, Rider Mania in Goa which attracts Royal Enfield riders from all over.
- NDTV Profit Car & Bike Awards 2010,2012-13: Motorcycle of the Year above 250 cc.
Communications Team.
SWOT ANALYSIS
SWOT Analysis
Competition
1. Bajaj Auto
2. Hero Motor Corp (Hero Honda)
3.TVS
4.Suzuki
5. Harley Davidson
6. Yamaha
Competitors 7. Ducati
COMPETETORS INFORMATION
STRATEGY:
Royal Enfield Motors has started working on a new strategy with less waiting periods,
more frequent launches and capacity ramp-up, thereby leading to a significant growth
after transferring from its traditional set up to updated engine platform.
The company registered a growth of 45 percent in the export region with as many as
3,630 units in 2012 in comparison to 2,953 units in 2011.
STRUCTURE:
ORGANISATIONAL STRUCTURE
GENERAL MANAGER
(Proprietor)
In charge Supervisor
Sales
Representative
SYSTEMS:
The daily activities and procedures that staff members engage in to get the job done.
SHARED VALUE:
These are called “super ordinate goals” when the model was first developed, these are
the core values of the company that are evidenced in the corporate culture and the
general work ethic.
STYLE:
Royal Enfield Motors, the manufacturer of the Bullet motorcycle and a division of the
Rs 1,300 crore Eicher Group, is slated to come out with a radically different street
motorcycle, apart from newer versions of the 350cc 'Bullet Machismo' and 'Bullet
Thunderbird'.
The division of Eicher is also looking at profitability in the next fiscal, whilst
working towards offering only two engine options across its product portfolio,
according to a senior company official.
"The new bike will be radically different in terms of style and usage patterns and the
company is hoping for a launch in the next couple of quarters". It is also looking to
introduce different variants towards existing models every six to seven months.
STAFF:
The training for new staff along with the new systems and processes has begun. The
new factory will have a new, state of the art paint shop which is superior to most other
manufacturers in India and will be at par with international standards.
Many steps are being taken to improve working conditions for workers as well. Also
with growing popularity of the brand many passionate riders will join the team for
development and production. Also many ladies are joining the company in general
functions due to the change in image of Royal Enfield motorcycles.
SKILLS:
The actual skills and competencies of the employees working for the company. people at the Royal
Enfield possess wide range of skills and are working towards the development of the company
PART-B
GENERAL INTRODUCTION
The study determines the perception of the consumer towards the Royal Enfield
bikes. The study thus seeks to collect the information from the respondents on the usage
patterns and preference bike what they feel about the product or if there is any thing that
the consumer do not like the product in this respect
This study also helps the management graduates and fellow researchers who would
like to increase their knowledge on the subjects which might be of help in the near
future while looking for works.
AREA OF STUDY
Data were collected from three sources for the present study.
collection of data
1. Primary data
2. Secondary data
3. Field data
RNS ISTITUTE OF TECHNOLOGY 30
CONSUMER PERCEPTION
1. PRIMARY DATA
Primary data assumes a great importance in this type of studies. In this study
primary data had been collected from structured questionnaires, observation methods,
and interpretation with the executives of the company. In these ways data's are very
important and plays a vital role.
2. SECONDARY DATA
Secondary data had been gathered from many sources namely.
Company records and reports.
Company website, news papers, magazines and journals.
Standard references and books
purpose of using secondary data was to increase accuracy, interpretation conclusion
and recommendations.
3.FIELD WORK
The study involved a fieldwork of around 10 days. where in target segments, users
were contacted individually, questionnaires were given to them and answers were
collected. Field study was conducted in various parts of Bangalore city.
SAMPLING PLAN
The term sampling plan refers to the investigation of the part of sole population
representing its general qualities as far as possible. Sampling is a tool which enables us
to draw conclusion about the characteristics of the population after studying; only these
subjects or items are included in the sample. Convenient sampling method was used for
the study.
Sampling techniques
The sampling techniques used for the purpose of this project report was convenience
sampling, which is a non probability sampling. In this kind the respondents are chosen
according to the researcher. The respondents were selected according to convenience
and care was taken to interview respondents from different parts of Bangalore city.
Sample size
In this project a sample size of 100 individuals was chosen for the study.
INTRODUCTION TO MARKETING
Marketing is used to identify the customer, to satisfy the customer, and to keep the
customer. With the customer as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management.
Marketing evolved to meet the stasis in developing new markets caused by mature
markets and overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived needs
and wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions.
It proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.
CONSUMER PERCEPTION
Perception is the process by which an individual selects, organizes ad interprets
information inputs to create a meaningful picture of the world. A stimulus is any unit of
input to any of the senses. Stimuli include products, packages, brand names,
advertisements and commercials. Sensory receptions are the human organs (the eyes,
ears, nose, mouth and skins) that receive sensory inputs. Their sensory function is to
see, hear and smell taste and feel. All of these functions are called into play either
singly or in combination in the evaluation and use of the most consumer products.
perception has strategy implication for marketers because consumers make decision
based on what they perceived rather on the basis of same object because of three
perceptual process. They are
1. SELECTIVE ATTENTION:
Selective attention means that marketers have to work hard to attract
consumer's notice
2. SELECTIVE DISTORTION:
Sometimes even noticed stimuli do not always come across in the way the
senders intended. Selective distortion is the tendency to twist information into
personal meanings and interpret information in a way that will fit our
preconceptions. Unfortunately there is not much that marketers can do about
selective distortion.
3. SELECTIVE RETENTION:
people will tend to forget much that they learn but will tend to retain
information that supports their attitudes and beliefs.
Because of selective retention, we are likely good points mentioned about a product.
Selective retention explains why marketers use drama and repetition in sending
messages to their target market.
ATTITUDE
An attitude is a person's enduring favorable or unfavorable evaluation, emotional
feelings and action tendencies towards some idea or object
Hence companies should go beyond meeting the mere expectations of the consumers.
The companies should keep mind what the consumers feel about the brand or the
product and should go on fulfilling their needs and what changes delight a customer, the
consumer talks to even more acquaintances about the fine company and their product.
The delighted and the satisfied consumers are more effective advertisers than the
advertisements that are placed or given in the media. Now let us consider what happens
when the company is unaware of consumer's perception: As we have pointed out that
consumer only do the advertising of the company who are aware of consumers
perception and know their expectations and fulfill their needs. A company who is
unaware of consumer's perception doesn't survive in the competitive market. Customers
will be dissatisfied with their products. In fact in one study, 13% of the people who had
a problem with an organization complained about the company to more than 20 people.
Suppose each person who told the bad story about the company to eleven people, who
told another eleven, and so on. Clearly, bad word of mouth can easily poison public's
attitude about the company.
Thus a company should be wise enough to regularly be in touch with the consumers.
It cannot also rely first on voluntary complaints from the customers when they are
dissatisfied. In fact, 96% of unhappy customers never tell the company. Companies
should set up suggestion and survey systems to maximize the customer's opportunity to
complain. In this way the company will learn how well it is doing. It is also a major
way for the company to learn how to do better from before. The company also claims
that over two thirds of its innovation ideas come from listening to consumer complaints.
Listening is not enough, the company must respond constructively to the complaints
of the consumers who register a complaint. Customer who have complained to an
organization and had their complaints satisfactorily resolved tell to an average 5 people
about the treatment they received.
when a company realizes that a loyal customer may account for a substantial sum of
revenue over the years. It seems foolish to risk losing the customer by ignoring a
grievance or quarrelling over a small matter. For e.g. IBM makes every sales person
write a full report on each lost customer and all steps are taken to know the perception
of customers, why they lost and try to regain that lost consumer by fulfilling their needs
or by improving the products
The customer-oriented company should manage to increase consumer needs and
loyalty so that they don't have to worry even if its profits are down in a particular year.
But if on the other hand the profits rises but its customers keep falling than the company
is on wrong track.
Profits could go up and down in a particular year for many reasons including rising
costs, falling prices, major new investments etc., but the ultimate sign of a healthy
company is that its customers are loyal. Consumer perception is the best means for the
company's future profits and growth.
UNDERSTANDING PERCEPTION
Information processing involves a series activity by which stimuli are perceived,
transformation into meaningful information are stored. As shown in the following
figure the first three steps constitute perception and fourth represents storage of
information (memory).
Reality to an individual's perception, a personal phenomenon, on the basis of which
the individuals acts or reacts and not on the basis of objectives reality. For this reason,
marketers are particularly interested in consumers perception than their knowledge of
objectives reality. Simply put, perception is how see the world around us. different
individuals may be exposed to the same stimuli under the same conditions but how each
individual recognizes the stimuli, selects them, organizes them and interprets them is
unique in case of each person and depends on his needs, wants, values, benefits,
personal experiences, moods and expectations. Perception is also influenced by
characteristics of the stimuli, such as size, color, intensity etc. And the context in which
it is seen or heard. Some of the basic concepts associated with the perception are as
follows.
DEFINITION
Schiffman and kanuk have defined perception as "The process by which an
individual selects, organizes and interprets into a meaningful and coherent picture of the
world". A stimulus is the unit of input to a sensory reception. In a marketing context,
the stimuli include brand names, advertisements, colors, sounds, and packages etc.
STIMULUS FACTORS
These are attempts at different and often merit the attention of consumers.
Expectations
People generally see what they expect to see and this expectations is based on
familiarity and previous experience. Consumers often perceive production and produce
attributes as per their expectations.
Motives
Consumers tend to perceive those things that are top most in the most in their need
are want list. They are highly perceptive of stimuli that are relevant to their needs and
interests, thus, stronger the felt need, greater is the tendency to notice motive related
things and ignore unrelated stimuli in the environment.
selective exposure
Exposure occurs when consumer's senses are activated by stimulus. Consumers are
attentive to stimuli, which are relevant, pleasure, or towards which they may be
sympathetic and ignore unpleasant and painful ones.
selective attention
Attention is the momentary focusing of a consumer's cognitive capacity on a
particular stimulus. Consumers have increased awareness of stimuli that are relevant to
their felt needs or interests and decreased awareness of irrelevant stimuli.
Adaptation
Adaptation refers to gradual adjustment to stimuli to which consumers are exposed
for prolonged period. Because of adaptation, consumers do not notice stimuli to which
they have become adjusted.
Perceptual vigilance and defense
Perceptual defense is more likely in anxiety-production stimulus. Because of this
reason, unpleasant, damaging, or threatening stimuli have less of a chance to be
perceived compared to neutral stimuli at the same level of exposure.
Analysis of data involves a number of closely related operations that are performed
with the purpose of summarizing the collected data and organizing these in such
manner that they will yield answer to the research question.
TABLE-1
INTERPRETATION
The above table's shows that majority of the respondents who ride Royal Enfield
bikes were emerged as students and professionals compared to that of businessman and
others. It is clear from the table that researcher has covered all types of users for the
study.
Occupation
35
30
25
20
15
10
0
Student Businessman Professionals Others
No of respondents 34 32 34 12
TABLE-2
INTERPRETATION
The above table shows that the majority of the customers who ride Royal Enfield
bike were in the age group of 20-30 who are mostly students compared to the age group
of 30-50 and 50 and above who were mostly comprised of professionals and others. It is
clear from the table that researcher has covered all the age groups for study.
70
60
50
40
No of respondents
30
20
10
0
20-30 Years 30-50 Years 50 Years and
above
TABLE-3
INTERPRETATION
The survey so conducted assesses the objectives of the research. From the above
table it is evident that majority of the respondents belong to the annual income group of
3,60,000-7,20,000 compared to that of 1,20,000-3,60,000 and less than 1,20,000 who
are little less. We can also see that the income group of 7,20,000 and above are very
few in number.
Annual Income
40
35
30
25
20
15
10
0
Less than 1,20,000 1,20,000-3,60,000 3,60,000-7,20,000 7,20,000 and above
TABLE-4
TABLE SHOWING THE MODEL OF BIKES USED BY THE RESPONDENTS
INTERPRETATION
Here the table shows the type of vehicles used by the respondents. We can see that
majority of respondents that is 32 of them use Electra compared to that of all the
remaining models. The model classic 350 is highly popular among youth especially
No of respondents
Classic 350 Classic 500 Electra Thunderbird Others
12%
26%
14%
16%
32%
TABLE-5
TABLE SHOWING THE ATTRIBUTES PREFFERED BY THE
RESPONDENTS BEFORE PURCHASING THE BIKE
INTERPRETATION
The above table shows the attributes preferred by respondents before purchasing the
bike. Majority of the respondents prefer the bike because of its style and status symbol
and only few of them prefer it looking at the maintenance and power of bike.
Attributes
50
40
30
20
10
No of respondents
0
Style
Status symbol
power of bike
Maintenance
TABLE-6
TABLE SHOWING HOW THE RESPONDENTS CAME TO KNOW
ABOUT ROYAL ENFIELD BIKE
INTERPRETATION
From the above table it is revealed that majority of the customers of Royal Enfield
came to know about the bikes through friends and relatives, rather than by
advertisement or newspapers. so it can be concluded that more and more customers are
knowing about the product through friends and relatives.
No of respondents
60
50
40
30
20
10
0
Newspapers Advertisement Friends/Relative
Attributes
TABLE-7
TABLE SHOWING THE PURPOSE OF RESPONDENTS FOR
USING THE BIKE
INTERPRETATION
The above table shows the purpose for which the respondents use the bike. It is
found that majority of respondents use the bike for going to office compared to college
and style. It is also seen that few of hardcore Royal Enfield riders use the bike for other
purpose such as tripping or expeditions.
No of respondents
College Style Office others
16% 22%
20%
42%
TABLE-8
TABLE SHOWING HOW THE ATTRIBUTES WHICH MAKES THE
RESPONDENTS EXTREMELY HAPPY WITH RESPECT TO BIKE
INTERPRETATION
In the above table it is shown the attributes of the bike which makes the respondents
extremely happy. It has been found out that majority of respondents are happy with the
power of bike, style also plays an important part for the riders whereas mileage,
maintenance and some other attributes are less considered.
Attributes
No of respondents
50
22
14
8
6
TABLE-9
TABLE SHOWING THE PERCEPTION OF THE RESPONDENTS
TOWARDS ROYAL ENFIELD WHEN COMPARED TO OTHER BIKES
Sl no Attributes No of respondents Percentage
1 Excellent 56 56%
2 Good 26 26%
3 Average 10 10%
4 Poor 8 8%
Total 100
INTERPRETATION
Here from the above table it is shown that majority of the respondents feel that their
bike is excellent and good when compared to other bikes which is available in the
market, whereas there are very few to believe that it is poor.
No of respondents
Poor
Average
Good Excellent
TABLE-10
INTERPRETATION
From the above table it is evident that majority of the customers are not happy with
the mileage of the bike, though it is very much clear that the bike is preferred only
because of its power and status symbol and not because of its mileage.
No of respondents
Yes No
38%
62%
TABLE-11
TABLE SHOWING PERCEPTION OF THE CUSTOMERS TOWARDS
MAINTENANCE OF ROYAL ENFIELD BIKE
INTERPRETATION
The above table shows that majority of the customers feel that it is too expensive to
maintain the bike and some customers also feel that it is affordable, whereas very few
think that it is cheap.
60
50
40
30
20
No of respondents
10
0
Expensive
Affordable
Cheap
Perception
TABLE-12
TABLE SHOWING SUITABILITY OF ROYAL ENFIELD BIKES FOR
ALL TYPES OF ROADS
INTERPRETATION
From the above table it is evident that majority of the customers feel that it is
suitable for all kinds of roads compared to very few who feel it doesn't. Therefore it is
clear that the bike suits almost all kinds of roads.
Suitability
24%
Yes
No
76%
TABLE-13
INTERPRETATION
Here from the above table it can be seen that majority of the customers who ride
Royal Enfield bike feel that the appearance is excellent and good compared to very few
who feel that it is average or poor .
Attributes
50
40
30
20
10
0
Excellent
Good
Average
Poor
TABLE-14
INTERPRETATION
From the above table it is clear that majority of the respondents are of the opinion
that price of the Royal Enfield bike is standard and also costly compared to very few
who feel it is economical.
Attributes
60
50
40
30
No of respondents
20
10
0
Costly Standard Economical
TABLE-15
TABLE SHOWING THE PERCEPTION OF THE
RESPONDENTS TOWARDS THE VARIATION OF THE BIKE
INTERPRETATION
Here from the above table it is shown that the majority of the respondents feel that
there is variation in the service of the bike after it is purchased from the outlet,
compared to very few of them who feel that there is variation in the price, quality and
mileage.
Attributes
45
40
35
30
25
No of respondents
20
15
10
5
0
Price Quality Service Mileage
TABLE-16
TABLE SHOWING WHETHER THE CUSTOMERS ARE
COMFORTABLE WITH ROYAL ENFIELD BIKES
INTERPRETATION
From the above table it is clear that almost all the customers are comfortable with
their bikes [98%]. Thus we can conclude that majority of the customers are satisfied
with their bikes when it comes to comfort.
Response
2%
Yes
No
98%
TABLE-17
TABLE SHOWING WHETHER THE CUSTOMERS
RECOMMEND THE PRODUCT TO THIER FRIENDS AND
RELATIVES
INTERPRETATION
From the above table it is evident that the majority of the customers recommend
their product to their friends and relatives compared to very few who doesn't want to
recommend.
Response
4%
Yes
No
96%
TABLE-18
TABLE SHOWING PERCEPTION OF THE RESPONDENTS
TOWARDS THE AVAILABILITY OF SPARE PARTS
INTERPRETATION
From the above it can be seen that majority of the customers think that they don't get
good spares supply at proper time in service outlets or in the showroom, and there are
also customers who feel they get them readily. Customers who have witnessed some
problems because of non availability of spare parts are very few in number.
Availabilty
No of respondents
47
23 22
Readily available don't get them don't have good major headache
readily spares supply
TABLE-19
TABLE SHOWING PERCEPTION OF THE RESPONDENTS
ABOUT THE RESALE VALUE OF THE ROYAL ENFIELD BIKE
INTERPRETATION
The above table indicates that majority of the customers are of the opinion that they
will get excellent and good resale value of their bike compared to very few who think
that it is average or poor.
Attributes
50
45
40
35
30
25 No of respondents
20
15
10
5
0
Excellent Good Average Poor
TABLE-20
TABLE SHOWING CUSTOMERS DEGREE OF
SATISFACTION WITH RESPECT TO FEATURES OF ROYAL
ENFIELD BIKE
INTERPRETATION
From the above table it is evident that, In case of ignition majority of the
respondents think that it is good. In case of disk brakes many are of the opinion that it is
excellent. In case of pickup respondents feel it is good and lastly in case of fuel
efficiency riders have average thinking.
60
50
40 Excellent
Good
30 Average
Below average
20
Not satisfied
10
0
Ignition Disk brakes Pickup Fuel Efficiency Features
TABLE-20
TABLE SHOWING PERCEPTION LEVEL OF CUSTOMERS
WITH RESPECT TO COMPANY IMAGE OF ROYAL ENFIELD LTD
INTERPRETATION
The above table shows that majority of the customers hold average perception level
when it comes to company's technological advancements and range of products,
whereas number of riders also feel that the company's advertisements and dealership
network is lacking and it is below average.
Chart Title
60
50
40
Excellent
30
Good
20 Average
Below average
10
Not satisfied
0
Technological Range of products Advertisements Dealer Network
advancements
Company prospects
FINDINGS
The sample picked from the population of users of two wheelers of Royal Enfield
has thrown a new look into perception of consumers.
The findings are as follows
1) The study has shown that businessman and the students are the crunch
followed by the professionals.
2) The Royal Enfield is having a young appeal as the 62% of the consumers are
found to be below the age group of 20-30 years followed by 30-50 years.
3) Royal Enfield is placing their products in the appropriate price range. As the
people of this income bracket less than 3,60,000-7,20,000 can easily afford
this Bike.
4) Customers are not attracted to only one particular model due to the variants
available and because the Thunderbird 500/350 is the newly released models
they are fast moving now.
5) Majority of the customers directly chose Royal Enfield as their bike and
didn't even have a look at the nearest alternative bike and this shows the
loyalty of the customers towards the brand Royal Enfield.
6) Advertisements are rarely recalled and are highly ineffective amongst non-
Bullet riders. It‟s clear that Royal Enfield should concentrate on its
advertising campaign to reach the customers.
7) 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.
8) 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.
9) It is clear that majority of the people who choose Royal Enfield as their bike
doesn‟t have any problems or issues with their bike‟s performance.
SUGGESTIONS
Promotional campaign- The Royal Enfield ads seen on electronic and print media are
absolutely out of touch with the Indian culture and thought process. An Indian
consumer irrespective of their income level has a soft corner for traditions and
culture of India. Hence, all companies including market leaders like Hero Honda and
Bajaj capitalize on this behavior of customers and design their ad campaigns keeping
India in mind.
Weak follow up from dealerships- It was observed 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 study it 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 in Bangalore.
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.
We can conclude younger generation and middle age are more interested in
Royal Enfield, the buying behaviour 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 has an excellent satisfaction level within the customer for its
power, pick up, comfort, safety and with after sales service.
ANNEXURE
QUESTIONNAIRE
Respected sir /madam,
Name :
Contact No:
Email id:
Occupation :
a. Student b. Professional
c. Businessman d. others
Age :
c. 50 and above
Annual income :
c. Electra d. Thunderbird
d. Others
c. Friends/Relatives
a. College b. Style
c. Mileage d. Maintenance
e. Others
6. How do you rate your bike among other bikes which is available?
a. Excellent b. Good
c. Average d. Poor
a. Yes b. No
a. Expensive b. Affordable
c. Cheap
a. Yes b. No
a. Excellent b. Good
c. Average d. Poor
12. What is your comment on the price of your Royal Enfield bike?
a. Costly b. Standard
c. Economical
a. Price b. Service
c. Quality d. Mileage
a. Yes b. No
15. Will you recommend this product to your friends and relatives?
a. Yes b. No
17. What do you think about the resale value of your Royal Enfield bike?
a. Excellent b. Good
c. Average d. Poor
18. Please indicate your degree of satisfaction level with the features of your 'Royal
Enfield Bullet'?
a. Ignition :
b. Disc Brakes:
c. Pickup:
d. Fuel Efficiency:
19.Please indicate your perception level with respect to company image of 'Royal Enfield
Ltd'?
a. Technological Advancements:
b. Range of products:
c. Advertisements:
d. Dealer Network:
20. Given a chance which Royal Enfield bike will you purchase?
21. Do you like to give any suggestions regarding Royal Enfield bike?
BIBLIOGRAPHY
Books Referred
Marketing Management, 13th edition - Philip Kotler
Survey Research Methods - Charles Babbie
Magazines Referred
The Bullet-In, The Magazine For All Royal Enfield Bullet Enthusiasts.
Royal Enfield Magazine, The BEAT.
Websites Referred
www.royalenfield.com
www.wikipedia.org
www.enfieldmotorcycles.com