Synopsis
“A Study on Customer satisfaction and brand loyalty for Royal Enfield Ballet
motorcycles in Ghazipur City”
Submitted to
Veer BahadurSingh Purvanchal University, Jaunpur
In partial fulfillment of the requirements of the degree of
Bachelor of Business Administration
Submitted By: Under the Supervision of:
Shaurabh Verma Mrs. Neetu Singh
BBA 4th Semester Assistant Professor
Roll Number: 16180023 Department of Business Administration
2017-18
Technical Education & Research Institute
Post-Graduate College Ravindrapuri
Ghazipur – 233001 (U.P.)
Introduction
The Indian two wheeler industry has come a long way since its humble beginning in 1948
when Bajaj Auto started importing and selling Vespa scooters in India. Since then, the customer
preferences have changed in favour of motorcycles and gearless scooters that score higher on
technology, fuel economy and aesthetic appeal, at the expenses of metal-bodied geared scooters
and mopeds. These changes in customer preferences have had an impact on the fortunes of the
players. The erstwhile leaders have either perished or have significantly lost market share,
whereas new leader emerged. Consumers are very important for the survival of the motor vehicle
manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the
augmentation in the demand of cars. The key to success in the industry is to improve labour
productivity, labour flexibility and capital efficiency.
If a customer experience of a product or dealer service exceeds his/her expectations, then
the exceed amount will equal satisfaction and conversely, if the customer’s experience falls short
of expectation, the short fall will be equal dissatisfaction. Thus, customer satisfaction is the art of
managing customer expectation and experience. Many companies are fighting are share of flat or
fading markets. Thus, the cost of attracting new customer is rising. In fact, it costs five times as
much to attract a new customer as it does to keep a current customer satisfied. This study on
customer satisfaction is being associated with one of the leading two wheeler company the Royal
Enfield in the following paragraph a brief note on the problem that has been undertaken as the
subject matter is explained. In this project report, we will find out the satisfaction level of the
Royal Enfield Bullet owner in Bangalore city. The problem it is facing in the present market
scenario. This project evaluates the various factors that keep the customer satisfied. It also
evaluates the various factors that influence a customer to buy the bullet. While selecting a bullet
various aspects that have to be given a thought with respect to Brand image, Colour, Fuel-
efficiency, Technology used, etc. A questionnaire was designed to conduct a survey and the data
so collected from appropriate respondents was analysed using a statistical package called SPSS
and a One-way Anova test was done to test the hypothesis.
Objectives
1. To study know about Royal Enfield.
2. The present study has been conducted in order to know the customer awareness level of
Royal Enfield Company’s product range.
3. To analyze the problem of Royal Enfield while compared to other Bikes.
4. To know the influence and impact of competitors.
5. To study whether there is any change in perception of new generation towards Royal
Enfield.
6. To make a satisfaction analysis of people on the performance, aesthetics, features,
serviceability and company image of Royal Enfield Bullet they own.
7. To analyses the attitude and perception level of people towards the Royal Enfield Bullet
they own.
8. To offer suggestions based on the findings and the hypothesis testing.
Importance
1. It helps the evaluate the attitude of young generation towards Royal Enfield.
2. It helps the study whether there is any change in perception of new generation towards
Royal Enfield.
3. It helps the understand the reasons for change in perception, if any.
4. It helps the analyze the level of preference for new and old model of Royal Enfield.
SCOPE OF THE STUDY
This study will helps to evaluate the present position of Royal Enfield among the existing
customers. The study helps to identify the important reason why youngsters do likes Royal
Enfield, which is the most important feature of Royal Enfield, in which way customers need
modification on existing models, how is the level of customer acceptance in the areas of product
and services. And also is there any kind of dissatisfaction in mind of existing customers and the
reason for their dissatisfaction, etc…
Simply the study makes a chance to the firm to delight their customers, ultimately for the
existence and earnings in present corporate competition by way of adjusting their products
according to the customer needs, if necessary and also to know the strength, weakness,
opportunity and threat of the product or the firm.
Research Methodology
A Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the Research purpose with economy in procedure. In
fact, the Research design is the conceptual structure within which Research is conducted: it
constitutes the blueprint for the collection, measurement, and analysis of data.
It must be able to define clearly what they want to measure and must find adequate methods for
measuring it along with a clear cut definition of the population wants to study. Since the aim is to
obtain complete and accurate information in these studies, the procedure to be used must be
carefully planned. The research design must make enough provision for protection against bias
and must maximize reliability with due concern for the economical completion of the search
study.
Descriptive research is adopted for this study. It includes surveys and fact-finding enquiries of
different kinds. The major purpose of descriptive research is a description of the state affairs as it
exists at present. The main characteristic of this method is that the researcher has no control over
the variables. He can only report what has happened or what is happened.
SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from the sampling frame, it refers to
the technique or procedure the researcher would adopt in selecting some sampling units from
which interferences about the population is drawn. Sampling type used is convenient sampling
technique.
DATA COLLECTION
Availability of accurate and proper data is an inevitable thing for any research. Also the quality
of any research is highly depending on the data. So the selection of the source of data is not a
worthless thing done by any researcher. For the purpose of collection accurate and reliable data, I
select the source of primary data and it is collected through the way of direct conversation with
the consumer by using questionnaire.
LIMITATION
The survey has taken care to avoid errors in the collection of data to derive the findings
and conclusions of the study. In spite of all this, the present study is subject to the limitations
under mention
1. Due to Budget and time constraints, the study was limited to 100 consumers spread over
Ghazipur,
2. The study is based on the opinion expressed by customers only.
3. By using questionnaire there may be a chance of receiving biased information from the
respondents.
4. Some respondents were unable or unwillingly to provide information with unconscious
attitudes to investigators.
5. Due to youth behavior information may be biased.
6. Generally, the respondents were busy in their work and were not interested in responding
rightly.
REFERENCES & BIBLIOGRAPHY
BOOKS
C.R. Kothari “Research methodology” New age international publishers, new delhi,
1990, 2nd Edition. Philip kotler “Marketing management” Himalaya publishers, new
delhi, 1998, 9th Edition.
S.P. Gupta “Statistical methods” Sultan chand and sons publishers, 1995, 8th Edition.
D.D. Sharma “ Market research”
JOURNALS:
Sawant (2013) the Evolution of Indian Government Policy on Ayurveda in the Twentieth
Century. SUNY Press. pp. 43–76.
Sinha, A., & Singh, N. (2015). Growing Herbal Cosmetics Indian Market. International
Journal of Management and Science.
Rekha and Gokila, (2016) Herbs and Herbalism. London: Orbis publishing Limited.
Vol2, Page. 151.
WEBSITES:
www.baidyanath.net
www.baidyanathayurved.org
www. google.com
www. Wikipedia.com
