PROJECT REPORT

ON

“ROYAL ENFIELD SALES AND CUSTOMER

SATISFACTION SHAKTINAGAR ”

SUBMITTED IN PARTIAL FULFILLMENT OF BACHELOR

OF COMMERCE COURSE OF MAHATMA GANDHI KASHI
VIDYAPITH SHAKTINAGAR

SESSION :- 2024 - 2025

BY

AYUSH KUMAR

ENROLL NO. :- KA2K23/570840055

UNDER THE GUIDANCE OF

DR. MRITUNJAY KUMAR PANDEY
MAHATAMA GANDHI KASHI VIDHYAPITH
NTPC CAMPUS SHAKTINAGAR, SONBHADRA (UP)
 DECLARATION

This is to declare that the Report entitled “ ROYAL ENFIELD SALES AND
CUSTOMER SATISFACTION SHAKTINAGAR ” has been made for
the partial fulfillment of the Course Bachelor of commerce in Semester fifth by
me at Mahatma Gandhi Kashi Vidyapith under the guidance of
DR. MRITUNJAY KUMAR PANDEY.

I confirm that this Report truly represents my work undertaken as a part of my

Syllabus. This work is not a replication of work done previously by any other
person. I also confirm that the contents of the report and the views contained
therein have been discussed and deliberated with the faculty guide.

NAME: AYUSH KUMAR

ENROLL NO. :- KA2K23/570840055

DATE:-

SIGNATURE OF THE STUDENT :-

 Certificate

This is to certify “AYUSH KUMAR” of Bachelor of Commerce

has submitted project report entitled “ROYAL ENFIELD SALES

AND CUSTOMER SATISFACTION SHAKTINAGAR” in Partial

Fulfillment for the award of Bachelor of Commerce of Mahatma Gandhi

Kashi Vidyapith in Session 2024-25. It has been found to be Satisfactory

and hereby approved for the Submission.

DR. MRITUNJAY KUMAR PANDEY

(PROJECT GUIDE)
 Acknowledgement

It gives me tremendous pleasure in bringing out this project entitled “ROYAL

ENFIELD SALES AND CUSTOMER SATISFACTION SHAKTINAGAR”
taken up during my final year B.Com degree course.

I am thankful to DR. MRITUNJAY KUMAR PANDEY for granting me

permission for this work and the help extended to me during the course of this
project.

I am deeply indebted to Mr. Yash Kumar, SALES MANAGER, Royal Enfield, A

Unit of Eicher Motors Ltd. for giving me the opportunity to undertake this
project work in their esteemed company. Their valuable guidance has been at
most useful.

Last but not the least I would like to thank my parents, friends and all other
respondents for co-operating with me in this work during my study and making
this a successful one.

NAME: AYUSH KUMAR

ENROLL NO. :- KA2K23/570840055
 PAGE
SL. NO. INDEX NO

1. CHAPTER 1- INTRODUCTION 1-11

This chapter contains introduction to Marketing,
Meaning, Definition, and relevant aspects of Customer
Satisfaction, the theoretical background to
Automobile Industry.

2. CHAPTER 2- RESEARCH DESIGN 12-17

• Objectives of study
• Scope of study
• Operational Definitions
• Research Methodology
• Tools of Data collection
• Sample Design
• Plan of Analysis
• Limitations of the study

3. CHAPTER 3- COMPANY PROFILE 18-26

This chapter contains the historical background of the
company, company vision, products offered by
company, and SWOT analysis.
4. CHAPTER 4- DATA ANALYSIS AND 27-38
INTERPRETATION
Analysis and interpretation from the data collected
through questionnaires, Tables and graphs
representing it.
5. CHAPTER 5- SUMMARY OF FINDINGS 39-42
AND CONCLUSIONS
This chapter contains the findings drawn from the
study.
6. ANNEXURES 43-45
This chapter contains Questionnaire.

7. BIBLIOGRAPHY 46-47
Name of the books, author, magazines and websites.
 CHAPTER 1
INTRODUCTION

1
INTRODUCTION TO MARKETING
Marketing is the process of performing market research, selling products and/or

services to customers and promoting them via advertising to further enhance

sales. It generates the strategy that underlies sales techniques, business

communication, and business developments. It is an integrated process through

which companies build strong customer relationships and create value for their

customers and for themselves.

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

2
 organization should anticipate the needs and wants of consumers and satisfy these

more effectively than competitors.

An orientation, in the marketing context, related to a perception or attitude a firm

holds towards its product or service, essentially concerning consumers and end-

users. Throughout history, marketing has changed considerably in time with

consumer tastes.

MARKETING RESEARCH

Marketing research involves conducting research to support marketing

activities, and the statistical interpretation of data into information. This

information is then used by managers to plan marketing activities, gauge the

nature of a firm's marketing environment and attain information from suppliers.

Marketing researchers use statistical methods such as quantitative research,

qualitative research, hypothesis tests, Chi-squared tests, linear regression,

correlations, frequency distributions, poison distributions,

binomial distributions, etc. to interpret their findings and convert data into

information. The marketing research process spans a number of stages,

including the definition of a problem, development of a research plan,

collection and interpretation of data and disseminating information formally in

the form of a report. The task of marketing research is to provide management

with relevant, accurate, reliable, valid, and current information.

3
A distinction should be made between marketing research and market research.

Market research pertains to research in a given market. As an example, a firm

may conduct research in a target market, after selecting a suitable market

segment. In contrast, marketing research relates to all research conducted

within marketing. Thus, market research is a subset of marketing research.

TYPES OF MARKETING RESEARCH

Marketing research, as a sub-set aspect of marketing activities, can be divided

into the following parts:

• Primary research (also known as field research), which involves the

conduction and compilation of research for a specific purpose.

• Secondary research (also referred to as desk research), initially

conducted for one purpose, but often used to support another purpose or

end goal.

By these definitions, an example of primary research would be market research

conducted into health foods, which is used solely to ascertain the needs/wants of the

target market for health foods. Secondary research in this case would be research

pertaining to health foods, but used by a firm wishing to develop an unrelated

product.

4
 Primary research is often expensive to prepare, collect and interpret from data

to information. Nevertheless, while secondary research is relatively

inexpensive, it often can become outdated and outmoded, given that it is used

for a purpose other than the one for which it was intended. Primary research

can also be broken down into quantitative research and qualitative research,

which, as the terms suggest, pertain to numerical and non-numerical research

methods and techniques, respectively. The appropriateness of each mode of

research depends on whether data can be quantified (quantitative research), or

whether subjective non-numeric or abstract concepts are required to be studied

(qualitative research).

There also exist additional modes of marketing research, which are:

 Exploratory research, pertaining to research that investigates an

assumption.

 Descriptive research, which, as the term suggests, describes "what is".

 Predictive research, meaning research conducted to predict a future

occurrence.

Conclusive research, for the purpose of deriving a conclusion via a

research process.

5
CUSTOMER SATISFACTION IN 7 STEPS
1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a

customer. If 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

This goes without saying really. We all know how annoying it is to wait

days for a 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

A fellow Site Pointer once told me that you can hear a smile through the

phone. This 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.

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.

6
4.Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly

defined 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 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 po licy is present on your site --

and anywhere else it may be useful.

5. Attention to Detail

Have you ever received a Happy Birthday email or card from a company

you were a 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 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.

7
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this

supreme level of understanding with your clients will do wonders for your

working relationship.

7. Honor Your Promises

It's possible this is the most important point in this article. The simple

message: when 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 t ime. In this case a quick apology

and assurance it'll be ready ASAP wouldn't go a miss.

8
TABLE SHOWING KEY FACTORS FOR CUSTOMER
SATISFACTION

COMPANY FUNCTION QUALITY FACTORS

 Product
Sales  Knowledge

 Brochure detail
Marketing  Mailing frequently

 Order Delivery time

Distribution  Order Completeness

 Problem Response Time

After Sales  Time to Resolve
 Accuracy
 Problem
Accounts  Response Courtesy

9
SIX STEPS TO DEALING WITH DIS-SATISFIED CUSTOMERS

1. Listen carefully to what the customer has to say, and let them finish

- Don't get defensive. The customer is not attacking you personally; he or

she has a problem and is upset. Repeat back what you are hearing to show

that you have listened.

2. Ask questions in a caring and concerned manner - The more

information you can get from the customer, the better you will understand

his or her perspective. I've learned it's easier to ask questions than to jump

to conclusions.

3. Put yourself in their shoes - As a business owner, your goal is to solve

the problem, not argue. The customer needs to feel like you're on his or

her side and that you empathize with the situation.

4. Apologize without blaming - When a customer senses that you are

sincerely sorry, it usually diffuses the situation. Don't blame another person

or department. Just say, "I'm sorry about that.”

10
5. Ask the customer, "What would be an acceptable solution to you?"

- Whether or not the customer knows what a good solution would be, I've

found it's best to propose one or more solutions to alleviate his or her pain.

Become a partner with the customer in solving the problem.

6. Solve the problem, or find someone who can solve it - quickly! -

Research indicates that customers prefer the person they are speaking with

to instantly solve their problem. When complaints are moved up the chain

of command, they become more expensive to handle and only add to the

customer's frustration.

11
 CHAPTER 2
RESEARCH DESIGN

12
INTRODUCTION

Royal Enfield one of the popular brand and highest selling bike in

India and outside India (USA, Europe, Australia etc). Royal Enfield

motorcycles had been sold in India from 3349. In 3355, 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.

TITLE OF THE STUDY

“ROYAL ENFIELD SALES AND CUSTOMER

SATISFACTION SHAKTINAGAR”

13
OBJECTIVES OF THE STUDY

1. To understand the reasons for purchasing Royal Enfield bikes .

2. To know about the experience after purchase relating various

parameters (Service, bike performance, mileage etc).

3. To ascertain the barriers to purchasing a Bullet for a

prospective customer.

4. To ascertain the factors that affects the choice of a Bullet as a

motorcycle for common man.

5. To propose an effective Promotional campaign plan for brand

Royal Enfield.

6. To determine the customer's satisfaction regarding bikes and after

sales service.

SCOPE OF THE STUDY

This study includes Customer's response and awareness towards the

brand, products and services of Royal Enfield. The results are limited by

the sample size 75 numbers and therefore the opinion of only selected

customers is taken into consideration. Mainly this study is conducted in

Bangalore and the scope is limited.

14
RESEARCH METHODOLOGY

The research will be carried out in various phases that constitute

an approach of working from whole to part. It includes subsequent phases

trying to go deeper into the user's psyche and develop a thorough

understanding of what a user looks for while buying a bike.

The first phase is completely internal where it is stormed over the most

effective route of action, considering that Bullet users in Bangalore are

more in number.

The second phase is with some of the seasoned bikers who have bee n

using Bullets for 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 questionnaire keeping in mind the time and cost constraints.

15
TOOLS OF DATA COLLECTION

The information relevant for study was drawn from Primary data collected

through 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 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 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.

16
SAMPLE DESIGN

The research was carried out in various phases that constituted an

approach of working from whole to part. It included subsequent phases

trying to go deeper into the user's psyche and develop a thorough

understanding of what the user looks for while buying a bike. In order to

get a perspective from non- Bullet riders as to what are the reasons for not

choosing a Bullet, I administered the same questionnaire to riders who used

other motorcycles keeping in mind the time and cost constraints. For the

customer satisfaction study a sample of 75 persons was chosen from the in

Bangalore city. The sample was judgmental and methodology was

convenient random sampling.

Size of Sample 100

Sampling technique Convenient Random Sampling

method

Location from which samples were

Shaktinagar
taken

17
 CHAPTER 3
COMPANY PROFILE

18
HISTORY OF THE COMPANY
Mid 33th 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 t he beginning of the

making of a legend. Soon, George Townsend & Co. was manufacturing its own

brand of bicycles. And in 2293 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.

INDUSTRY Motorcycles, Lawnmowers

SUCCESSOR Royal Enfield Motors (formerly Enfield of India)

FOUNDED 2293, as Enfield Manufacturing Co. Ltd.

DEFUNCT 3371

HEADQUARTERS Redditch, Worcestershire, England

KEY PEOPLE Founders Albert Eadie and Robert Walker Smith

PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor.

19
Profile of the Organization

Royal Enfield is the makers of the famous Bullet

brand in India. Established in 3355, 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 stability, and rugged looks. It

looked tailor-made for Indian roads.

Motorcyclists in the country dreamt to drive

it. It was particularly a favorite of the Army and Police personnel. In 3390,

Royal Enfield ventured into collaboration with the Eicher Group, a leading

automotive group in India, in 3390, and merged with it in 3394. Apart from

bikes, Eicher Group is involved in the production and sales of Tractors,

Commercial Vehicles, and Automotive Gears. Royal Enfield made

20
continuously incorporating new technology and systems in its bikes. In

3396, 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.

21
PRODUCTS OFFERED BY COMPANY

ROYAL ENFIELD
BULLET 500

ROYAL ENFIELD
THUNDERBIRD 500

ROYAL ENFIELD
BULLET 350

22
 ROYAL ENFIELD
CONTINENTAL GT 650

ROYAL ENFIELD
HUNTER 350

ROYAL ENFIELD
CLASSIC 350

23
 ORGANISATIONAL STRUCTURE

GENERAL MANAGER
(Proprietor)

Sales Manager Service Manager Service Manager

Showroom Service Accountant

In charge Supervisor

Team
Service Assistant
Manager
Staffs Accountant

Sales

Representative

24
SWOT ANALYSIS
MAJOR PLAYERS IN INDIAN TWO WHEELER MARKET

GROUP PLAYERS ATTRIBUTES COMPETITIVE FORCES

A Bajaj, Hero Honda Highly diversified - High buyer power

Aggressive - High competitive

promotion
rivalry

- High entry barriers

B TVS Selectively - Low entry barriers

diversified
- Narrow product lines
Aggressive imply that aggressive
Promotion promotions can eat into
market share

C Honda, Yamaha Selectively -High threat of

diversified
substitution (Rs 1 lakh car)
Moderate Promotion
- Low entry barriers

D Royal Enfield Highly specialized - Low buyer

power, high brand
Low Promotion
loyalty

- Product
diversification
will imply risk of
brand dilution

25
SWOT ANALYSIS FOR ROYAL ENFIELD, INDIA

STRENGTHS WEAKNESSSES

• Size and scale of parent company • Small showrooms

• Effective Advertising Capability • Not much emphasis on aggressive
• Committed and dedicated staff selling
• High emphasis on R and D • Weak product diversity
• Experience in the market
• Established brand
• Established market channel
• Power, Speed & Acceleration

OPPURTUNITIES THREATS

• Growing premium segment • Cut throat competition

• Global expansion into the • Increasing number of players in the
Caribbean & Central America market
• Expansion of target market (include • Rising raw material costs
women) • Increasing rates of interest on
• Increasing dispensable income finance
• 1st mover advantage

26
 CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

27
TABLE NO.1

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS

BASED ON AGE

AGE NO. OF PERCENTAGE

RESPONDENTS
20-24 30 30%
25-29 33 33%
30-34 22 22%
Above 35 15 15%

TOTAL 100 100%

Analysis

From the above table it is clear that 30% of the respondents are aged

between 20 and 24, 33% between 25 and 29, 22% between 30 and 34 and

only 15% 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.

28
 No. of Respondents

Above 35
15%
20-24
30%
30-34
22% 20-24
25-29
30-34
25-29 Above 35
33%

TABLE NO.2

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS

BASED ON GENDER

GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 91 91%

FEMALE 9 9%

TOTAL 100 100%

29
 Analysis

From the above table it is clear that 91% of respondents were male and

female respondents constituted just 9% 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.

TABLE NO.3

TABLE SHOWING-THE OCCUPATION OF RESPONDENTS

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS
STUDENT 33 33%

GOVERNMENT 8 8%
SERVICE
EX-SERVICEMEN 5 5%

PROFESSIONAL 29 29%

SELF-EMPLOYED 25 25%

TOTAL 100 100%

30
 Analysis
From the above table it is clear that 33% of the respondents were students

pursuing their graduation or post graduation studies and 29% were

professionals. 25% of the respondents were self employed, 5% were ex -

serviceman and 8% 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.

No. of Respondents
35

30

25

20

15

10

0
STUDENT GOVT. SERVICE EX SERVICEMAN PROFESSIONAL SELF EMPLOYED

No. of Respondents

31
TABLE No.4

TABLE SHOWING-THE ANNUAL INCOME GROUP OF

RESPONDENTS

INCOME GROUP NO. OF PERCENTAGE

RESPONDENTS
LESS THAN 1,20,000 39 39%

1,20,001-3,60,000 21 21%

3,60,001-7,20,000 24 24%

ABOVE 7,20,000 16 16%

TOTAL 100 100%

Analysis

From the above table it is clear that 39% of the respondents had an annual

income of lesser than 1,20,000, 21% had income between 1,20,001 and

3,60,000, 24% earned between 3,60,001 and 7,20,000, and only 16%

have income more than 7,20,000.

Interpretation

It shows that Royal Enfield is placing their products in the appropriate and reasonable

price range and the people of income bracket less than 1,20,000 can easily afford

this Bike.

32
TABLE NO.5

TABLE SHOWING-THE MODEL OF THE ROYAL ENFIELD THE

RESPONDENTS PRESENTLY OWN

MODEL NO. OF PERCENTAGE

RESPONDENTS
BULLET 500 22 22%

THUNDER BIRD 10 10%

BULLET ELECTRA 12 12%

MACHISMO 500 8 8%

BULLET 350 21 21%

CLASSIC 500/350 23 23%

OTHERS 4 4%

TOTAL 100 100%

Analysis

From the above it is clear that 22% of the respondents own Bullet 500,
10% of them own Thunder Bird, 12% 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.

33
 No. of Respondents
4%
22%
23%

10%

21% 12%

8%

BULLET 500 THUNDER BIRD BULLET ELECTRA MACHISMO 500

BULLET 350 CLASSIC 500/350 OTHERS

TABLE NO.6

TABLE SHOWING- THE PURCHASING WAY OF THE

CUSTOMERS

PURCHASED BY NO. OF PERCENTAGE

RESPONDENTS
CASH 22 78%

LOAN 78 22%

TOTAL 100 100%

34
Analysis

From the table it clearly shows that the products of Royal Enfield are in the

acceptable price range, as we can see that purchasing way of the 72%

respondents are leading in the CASH sector and 28% on loan basis.

Customers are ready to pay for better facilities and technology and they

feel that all bikes deserves that price which Royal Enfield is offering.

Interpretation

It is clear that customers are easily affording the price of Royal Enfield

bikes and they are not feeling much problem with the amount.

PURCHASE METHOD

LOAN

CASH

0 10 20 30 40 50 60 70 80 90
CASH LOAN
PURCHASE METHOD 22 78

CASH LOAN

35
TABLE NO.- 7

TABLE SHOWING- THE MILEAGE OF ROYAL ENFIELD AFTER

PURCHASE OF BIKE

MILEAGE NO. OF PERCENTAGE

RESPONDENTS
45km/lit & Above 7 7%

40-45 22 22%

35-40 34 34%

30-35 25 25%
Below 30 12 12%

TOTAL 100 100%

Analysis

From the above table it is clear that 22% of respondents gain mileage of

40- 45km/lit which is really good, 25% of them between 30 -35km/lit, 12%

below 30km/lit and 7% above 45km/lit.

Interpretation

It clearly shows that mileage of the Royal Enfield bikes is economical &

mileage between 35 and 30 that too on Indian roads with heavy traffic is a

great deal.

36
 MILEAGE OF BIKE
40

35

30

25

20

15

10

0
45km/lit & Above 40-45 35-40 30-35 Below 30

TABLE NO. 8

TABLE SHOWING- THE MAJOR PROBLEMS AFTER

PURCHASING ROYAL ENFIELD BIKE
PROBLEMS NO. OF PERCENTAGE
RESPONDENTS
HIGH 17 17%
MAINTENANCE
POOR AFTER SALES 7 7%
SERVICE
HIGH PRICE 26 26%

LOW MILEAGE 14 14%

NOISY VEHICLE 9 9%

NO PROBLEM 27 27%

TOTAL 100 100%

37
 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 22% 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 don't have any problems or issues with their bike's performance .

PROBLEMS

30

25

20

15

10

0
HIGH POOR AFTER HIGH PRICE LOW MILEAGE NOISY VEHICLE NO PROBLEM
MAINTENANCE SALES SERVICE

38
 CHAPTER 5
FINDINGS AND CONCLUSION

39
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.

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.

40
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.

8. It clearly shows that mileage of the Royal Enfield bikes is economical &

mileage between 35 and 30 that too on Indian roads with heavy traffic is a

great deal.

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.

10. 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

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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 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.

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QUESTIONNAIRE

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QUESTIONNAIRE
I am Ayush Kumar, a final year B.Com student from
Mahatma Gandhi Kashi Vidyapith. This information is required for
successful completion of my project ‘Royal Enfield sales and Customer
satisfaction’ . I request you to kindly spare some of your time and fill the
questionnaire below. Thank you.

RESPONDENT INFORMATION

Name:

1. Age:

2. Gender : Male Female

3. Occupation:

Student Government service

Professional Self employed other

4. Annual Income:

Less than 1, 20,000 1, 20,001 -3, 60,000

3, 60,001-7, 20,000 Above 7, 20,00 0

5. Which model of Royal Enfield do you presently own?

Bullet 500 Thunder Bird

Bullet Electra Machismo 500 Bullet 350

Classic 500/350 others

6. How did u purchase the bike?

Cash Loan

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7. Please specify your bike's mileage?

45km/lit & above 30 -

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35-30 30-35 Below 30

8. Any major problems after purchasing Royal Enfield bike?

No problem

High maintenance Poor after sales service

High price Low mileage Noisy vehicle

9. Any suggestions

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BIBLIOGRAPHY

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 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.google.com

• www.royalenfield.com

• www.wikipedia.org

• www.enfieldmotorcycles.com

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