Customer Perception of Royal Enfield Bikes

BY: BHAVIKKHAKHKHAR
A
Project Report
On
Customer perception while purchasing Royal Enfield bikes
By:
BHAVIK KHAKHKHAR [91600425023]
PROJECT GUIDE:
Ms. Nita Meghani
Assistant Professor
A Project Submitted to
Marwadi University in Partial fulfillmentof the
Requirements for the BBA-H Sem-VI in Management Department
March, 2019
MARWADI UNIVERSITY
Rajkot-Morbi Highway, At & Po. Gauridad,
Rajkot-360003, Gujarat, India

BY: BHAVIKKHAKHKHAR
STUDENT DECLARATION
I hereby declare that this Project Report titled
_____________________________________________________________
submitted by me to the Faculty of Liberal Studies, Marwadi University is a
bonafide work undertaken by me and it is not submitted to any other
University or Institution for the award of any degree diploma / certificate or
published any time before.
Date: / /
Place: Rajkot _______________
PARTH PAREKH
_____________
JAINAM MEHTA

BY: BHAVIKKHAKHKHAR
PREFACE
This Research Project has been prepared in partial fulfillment of the
requirement for Bachelor Degree of BBA (Hons.) in the academic year
2018-2019. For conducting research a Google Forms Questionnaire was
being formed and circulated to collect responses. Through this project we
came to know about how a research is being conducted and up to what
further extent we can go deep in a topic. Research seems to be minimal but
has been proved to provide mammoth benefit to the party who is beneficiary
of the Research; this is the main learning of this project, that how much a
properly conducted research is helpful. Through this project report we have
produced our Data and also have presented Interpretation of the collected
data.

BY: BHAVIKKHAKHKHAR
ACKNOWLEDGEMENT
The success of any project depends on the hard work and endeavour of not
one but many, and this project is no exception. Acknowledging any one in
mere words is a very difficult job. I would like to pay my sincere thanks to
all those persons who helped me during this research project work with their
able guidance and invaluable advice. It gives me great pleasure in
acknowledging the invaluable assistance extended to me by various
personalities in the successful completion of this project report.
I express my deep appreciation to respected DEAN Sir Dr.Sunil
KumarJakhoria; I owe my thanks to Prof. ParasRughani,(HOD) & Project
Head Dr. Alpesh Gajera for his valuable suggestions during the preparation
of this manuscript.
I express my heartfelt gratitude to my Guide, Ms.Nita Meghani (Assistant
Professor) FOBM for her dexterous guidance, inspiration, sustained
encouragement, keen interest and precious time given to me during the
course of research project and in successful completion of the manuscript.
Words at my command are inadequate to convey my sincere regards and
respected my loving parents and my family members for their deep
affection, infinite encouragement and untiring moral support. Special thanks
to my friends for their ever encouraging support, constant concern for my
welfare and selfless sacrifices for my bright future.
EXECUTIVE SUMMARY

BY: BHAVIKKHAKHKHAR
TABLE OF CONTENT

BY: BHAVIKKHAKHKHAR
SR. NO. TITLE PAGENO.
1 INTRODUCTION
1.1UNDERSTANDING CUSTOMER PERCEPTION
1.2WHY THIS TOPIC?
2 LITERATURE REVIEWS
3 RESEARCH METHODOLOGY
3.1 RESEARCH OBJECTIVES
3.2PROBLEM STATEMENT
3.3 RESEARCH DESIGN
3.4 RESEARCH DESIGN
TYPES
3.5 DATA COLLECTION
SOURCES
3.6 DATA COLLECTION
INSTRUMENTS
3.7 SAMPLING DESIGNS
4 LIMITATIONS OF THE STUDY
5 DATA ANALYSIS & INTERPRETATION
6 FINDINGS AND SUGGESTIONS
7 CONCLUSION
8 ANNEXURE
9 BIBLIOGRAPHY

BY: BHAVIKKHAKHKHAR
1. INTRODUCTION
The two wheeler industry has been going steadily over the years all over the
world. India is not an exception for that. Today India is the largest
manufacturers of 2 wheelers in the world. Until 1990 geared scooters
dominated the two wheeler market so much so that their sales equaled the
combined sales of Motor cycles and Mopeds. Today the customer preferences
have shifted from geared scooters to motorcycles and also to an extent to the
premium end scooters.
We are going to begin by looking at the first bikes. They didn’t work very well
and they were not very fast but moved with being drawn by a horse or being
pedaled. When you look at a motorcycle today, have you ever thought what the
old bikes were like? Were they easy to ride? How fast did they go? Were they
comfortable?
To answer all these questions, we have got to go quite a long way back say
about 100 years. The world was very different in those days. Then the First
World War came in 1914, 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.
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.
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

BY: BHAVIKKHAKHKHAR
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. Royal Enfield is the makers of the
famous Bullet brand in India. Established in 1955, Royal Enfield (India) is
among the oldest bike companies. Royal Enfield has its headquarters at Chennai
in India. Royal Enfield 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. Bullets became known for sheer power, matchless stability, and rugged
looks. It looked tailor-made for Indian roads. Motorcyclists in the country
dream to drive it. It was particularly a favorite 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 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.
1.1 UNDERSTANDING CUSTOMER PERCEPTION

BY: BHAVIKKHAKHKHAR
"The process, by which an individual selects, organizes and interprets into a
meaningful and coherent picture of the world".
- Schiffman and Kanuk
Perception is the process by which an individual selects, organizes and
interprets information inputs to create a meaningful picture of world. The key
word is the definition perception is individual; one person might perceive a fast
talking sales person as aggressive, another as intelligent. People can emerge
with different perception of the object customers oriented thinking requires the
company to define customers needs from of view. Every product involves
tradeoffs and management cannot know what they are without talking and
researching customers.
Why is it supremely important to know the perception of the customers because
basically a company's sales each period comes from 2 groups? They are
1. New customers
2. Old customers
Customer retention is more critical than customer attraction and the key to
customer's retention is to know the customers perception about the company or
product and see to it that the customer is fully satisfied.
Therefore loyal customers:
1. Buys again.
2. Talks favorably to others about the company.

BY: BHAVIKKHAKHKHAR
3. Pays less attention to competing brands and advertising.
4. Buys others products also from the same company.
Hence companies should go beyond meeting the mere expectations of the
customers; 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.
1.2 WHY THIS TOPIC?
 To study the customer perception towards the Royal Enfield bikes.

BY: BHAVIKKHAKHKHAR
 To understand the attitude of the customers towards the Royal Enfield
bikes and also to understand the buyer behavior while purchasing
motorcycle.
 To study the brand awareness, brand images and perception of customers
towards various brands.
 To study the brand loyalty of Royal Enfield customers.
 For getting knowledge of what factors customer consider while making
purchase of bikes and also who they consider as substitutes of their
choice.
2. LITERATURE REVIEWS
Mrs. R. Kanaka Rathinam (2013)
Publisher: - ISR journals and publications

BY: BHAVIKKHAKHKHAR
The article provides detailed information about the preference of
customer towards Royal Enfield bikes. In this article the author has
mentioned how preference is influenced by culture, social, personal and
psychological factors lastly with help of questionnaire method it was
found that Royal Enfield is chosen my most of customers because of
appearance, performance, and design.
Mr. FAISAL.T (2014)
Publisher: - Asia Pacific Journal of Research
This Study entitled “A STUDY ON CUSTOMER PERCEPTION
TOWARDS ROYAL ENFIELD WITH SPECIAL REFERENCE TO
MALAPPURAM DISTRICT” we found out that it was undertaken with
the objective of finding out customer’s perception level on Royal Enfield
bikes. It is felicitously observed from the study that the most customers
of Royal Enfield are highly satisfied in almost all areas offered by Royal
Enfield. This study shows that byimproving fuel efficiency, service and
advertisement and by introducing new models capable to compete with
the fresher in the market.
Ms. Ameer Asra Ahmed (2013)
Publisher: - IJBARR Publications

BY: BHAVIKKHAKHKHAR
This article has given information about both perception and satisfaction
towards Royal Enfield bikes. The Royal Enfield bikes are most preferred
by middle aged and younger generation dominated by male. There
perception towards bike is muscularity, strong performance, mileage, and
status. It is available everywhere and its parts are available everywhere.
So Royal Enfield is preferred more and chosen more than other bikes.
Mrs. G. MURALI MANOKARI (2013)
Publisher: - ISR Journals and Publications
Findings from the study of this literature of research shows how much
customer prefers and their satisfaction level towards various aspects
which are mostly influenced by socio-cultural, psychological & personal
factors. Customers of Royal Enfield conveys, that in order to capture the
market, the manufacturers have to give the best combination of looks,
quality, cost efficiency good features, safety, and performance. This
reason has also proved to be the reason behind the decade’s long history
of the Company.
Sr. Sony Mariya (September 2018)
Publisher: - IJCMR
This study has shown about the preference of Royal Enfield bikes. It was
found that the ultimate users of these bikes are students who want to

BY: BHAVIKKHAKHKHAR
maintain image and also to be comfortable. Also it is found that Sound
(imp. Thing for bullets) is lower than old models so they have to maintain
quality models. It is the most preferred bike in India and also it has many
loyal customers especially young generations. So we can say perception
of customer on purchase of Royal Enfield bikes is good or we can say
excellent.
Kottala Sri Yogi (March 2016)
Publisher: - Pacific Science Review B: Humanities and Social
Sciences
Customer perceptions while purchasing a Royal Enfield or any two
wheeler have been analyzed by diff. Manufacturers through various
ways. In this article the author uses fuzzy logic approach to accomplish
the objective. Royal Enfield has given priority in high trade in value, ease
of modification etc. this study has helped why to study why people
choose royal Enfield over other bikes available in the market and the
reasons like status, muscular, average of bike etc.
3. RESEARCH METHODOLOGY
Research has moved during this century from the periphery to the centre of our
social & economic life. What is the nature of this force? Why it is getting

BY: BHAVIKKHAKHKHAR
momentum? Most of us recognize that the progress which has been made in our
society has been largely the result of research. So, research in common parlance
refers to the search for knowledge. Research simply seeks the answer of certain
questions which have not been answered so far & the answers depend upon the
human effort.
Meaning of Research
Research is simply the process ofarriving as dependable solution to a
problemthrough the planned & systematic collection, analysis & interpretation
of data. Theterm research consists of two words:
Research = Re + Search
‘Re’ means again & again & ‘Search’ means to find out something. The
following isthe process:
3.1 RESEARCH OBJECTIVES
A critical component of a successful research engagement is a set of clearly
defined and meaningful objectives. Having well-defined objectives narrows and

BY: BHAVIKKHAKHKHAR
focuses the research and ensures that the findings are relevant to decision-
makers.
Main objectives for conducting this research: -
 To identify the factors influencing in selection of Royal Enfield.
 To study whether there is any change in perception of new generation
towards Royal Enfield.
 To understand the reasons for change in perception, if any.
 To analyze the level of preference for new and old model of Royal
Enfield.
3.2PROBLEM STATEMENT

BY: BHAVIKKHAKHKHAR
Understanding customer perception while purchasing Royal Enfield
bikes.
3.3 RESEARCHDESIGN

BY: BHAVIKKHAKHKHAR
 Definition of Research design:
“Research is the manipulation of things, concepts or symbols for
the purpose of generalizing to extend, correct or verify knowledge, whether
that knowledge aids in construction of theory or in the practice of an art”.
- D. Slesinger& M. Stephenson
A detailed outline of how an investigation will take place.
A research design will typically include how data is to be collected, what
instruments will be employed, how the instruments will be used and the
intended means for analyzing data collected.
The sketch of how research should be conducted can be prepared using
research design. Hence, the market research study will be carried out on the
basis of research design.
The type of research problem an organization is facing will determine the
research design and not vice-verse. Variables, designated tools to gather
information, how will the tools be used to collect and analyze data and other
factors are decided in research design on the basis of a research technique is
decided.
An impactful research design usually creates minimum bias in data and
increases trust on the collected and analyzed research information. Research
design which produces the least margin of error in experimental research can
be touted as the best.
The essential elements of research design are:
1. Accurate purpose statement of research design
2. Techniques to be implemented for collecting details for research

BY: BHAVIKKHAKHKHAR
3. Method applied for analyzing collected details
4. Type of research methodology
5. Probable objections for research
6. Settings for research study
7. Timeline
8. Measurement of analysis
Research Design Characteristics
Neutrality: The results projected in research design should be free from bias
and neutral. Understand opinions about the final evaluated scores and
conclusion from multiple individuals and consider those who agree with the
derived results.
Reliability: If a research is conducted on a regular basis, the researcher
involved expects similar results to be calculated every time. Research design
should indicate how the research questions can be formed to ensure the
standard of obtained results and this can happen only when the research
design is reliable.
Validity: There are multiple measuring tools available for research design
but valid measuring tools are those which help a researcher in gauging
results according to the objective of research and nothing else.
The questionnaire developed from this research design will be then valid.
Generalization: The outcome of research design should be applicable to a
population and not just a restricted sample. Generalization is one of the key
characteristics of research design.

BY: BHAVIKKHAKHKHAR
3.4 RESEARCH DESIGN TYPES
There are four main types of quantitative research designs: descriptive, co
relational, quasi-experimental and experimental. The differences between
the four types primarily relate to the degree the researcher designs for

BY: BHAVIKKHAKHKHAR
control of the variables in the experiment. Following is a brief description of
each type of quantitative research design, as well as chart comparing and
contrasting the approaches.
 A Descriptive Design seeks to describe the current status of a variable or
phenomenon. The researcher does not begin with a hypothesis, but typically
develops one after the data is collected. Data collection is mostly
observational in nature.
 A Correlation Design explores the relationship between variables using
statistical analyses. However, it does not look for cause and effect and
therefore, is also mostly observational in terms of data collection.
 A Quasi-Experimental Design (often referred to as Causal-Comparative)
seeks to establish a cause-effect relationship between two or more variables.
The researcher does not assign groups and does not manipulate the
independent variable. Control groups are identified and exposed to the
variable. Results are compared with results from groups not exposed to the
variable.
 Experimental Designs, often called true experimentation, use the scientific
method to establish cause-effect relationship among a group of variables in a
research study. Researchers make an effort to control for all variables except
the one being manipulated (the independent variable). The effects of the
independent variable on the dependent variable are collected and analyzed
for a relationship.

BY: BHAVIKKHAKHKHAR
In context to this research study
We will be taking descriptive research because our research includes the
knowing Customer perception towards purchase of the problem. So that we
can analyze the characteristics of the people for the brand only, we are not
giving any method or concrete solution for increasing the demand of RE
bikes.
3.5 DATA COLLECTION SOURCES
Data can be defined as the quantitative or qualitative values of variable. Data
is plural of datum which literally means to give or something given. Data is
thought to be the lowest unit of information from which other measurements
and analysis can be done. Data can be numbers, images, words, figures, facts

BY: BHAVIKKHAKHKHAR
or ideas. Data in itself cannot be understood and to get information from the
data one must interpret it into meaningful information.
Mainly there are two types of data collection sources:
I. PRIMARY DATA
II. SECONDARY DATA
PRIMARY DATA
Primary data are information collected by a researcher specifically for a
research assignment. In other words, primary data are information that a
company must gather because no one has compiled and published the
information in a forum accessible to the public. Companies generally take the
time and allocate the resources required to gather 8 primary data only when a
question, issue or problem presents itself that is sufficiently important or unique
that it warrants the expenditure necessary to gather the primary data. Primary
data are original in nature and directly related to the issue or problem and
current data.
SOURCES: - Surveys, Interview, Questionnaire & observations
SECONDARY DATA
Secondarydata are the data collected by a party not related to the research study
but collected these data for some other purpose and at different time in the past.
If the researcher uses these data then these become secondary data for the
current users. These may be available in written, typed or in electronic forms. A
variety of secondary information sources is available to the researcher gathering

BY: BHAVIKKHAKHKHAR
data on an industry, potential product applications and the market place.
Secondary data is also used to gain initial insight into the research problem.
Secondary data is classified in terms of its source – either internal or external.
Internal, or in-house data, is secondary information acquired within the
organization where research is being carried out. External secondary data is
obtained from outside sources.
SOURCES: - Published printed sources, Books, Journals/Periodicals,
and Magazines & Newspapers.
For this research study Primary Data source of Questionnaire method has been
used with the help of Google forms. And as far as secondary source is
concerned Literature Reviews have been extracted from research websites.
3.6 DATA COLLECTION INSTRUMENT
For collecting research data a Questionnaire has been used of Google Forms to
collect data from Male participants in Rajkot district above age 18.
Questionnaire consists of 15 questions.

BY: BHAVIKKHAKHKHAR
Types of Questions:
OPEN ENDED:They give the respondents complete freedom to decide the
form, length and detail of the answer. Open questions are preferred when the
researchers is interested in knowing what is upper most in the mind of
respondents.
DICHOTOMOUS:This type of questions have only two type of answer, yes
or no. true or false etc.
MULTIPLE CHOICES: In the case of multiple choice question the
respondents is offered two or more choices. The researcher exhausts all the
possible choices and the respondenthas to indicate which one is applicable in
this case.
3.7 SAMPLING DESIGN
The research is a systematic study to examine or investigate the issue or
problem and find out the relevant information for solution. For study data are to
be collected from the respondents. It is not possible to collect data from
everyone of the population. Population is a very large number of persons or
objects or items which is not feasible to manage. A population is a group of

BY: BHAVIKKHAKHKHAR
individuals, persons, objects, or items from which samples are taken for
measurement. For research purpose a part of the population is to be selected.
Sampling is the process in which a representative part of a population for the
purpose of determining parameters or characteristics of the whole population is
selected. This is called a sample. It is easier to contact a smaller part of the
population for data collection. It can be done within a limited time, efforts and
with minimum cost. For selection of a sample special care should be taken that
the sample is proper representative of the whole population. Every segment of
the population should be included but the number should not be very large
which may become difficult to manage within time and cost limits.
 POPULATION OF THE STUDY
Male participants of Rajkot above 18 years of age were considered as
population for the study.
 SAMPLE SIZE
It refers to the number of items to be selected from the universe to constitute
a sample. An optimum sample is one, which fulfills the requirement of
efficiency, representative, reliability and flexibility. A sound sample size of
106 participants was being collected through Google Forms.
 SAMPLING METHOD

BY: BHAVIKKHAKHKHAR
Sampling technique used in the study is convenience sampling which comes
under the purposive sampling which is also called non- random sampling.
4. LIMITATIONS OF THE STUDY
 An absolute conclusion can be inferred from the RESEARCH as because
major limitation of the population considered for the research is less
numbered to 106 only.
 Geographic barrier is also there as research was limited for the sample of
Rajkot city.

BY: BHAVIKKHAKHKHAR
 Also the research was done for Major section of the population, i.e., above
18 years of age. Opinions of young aspiring teens were not considered who
can be future potential customers.
 Research was totally dependent on personal opinion of respondents and was
not backed up by any solid interpretation on being specific.
 Mostly the respondents are found to be of young age ranging from 18-30
years, which are found to be young aspired people but the Old generation
core users of brand didn’t contributed in the research.
 Also the data gathered may not be truly reliable as respondents may not have
deliberately responded, becauseonly digital forms were distributed no
personal communication or interaction had taken place in research.
5. DATA ANALYSIS & INTERPRETATION

BY: BHAVIKKHAKHKHAR
Highest no. of participants were of age 20 with 19 counts. And as lowest age
was set mandatory to 18 counts was found to be of 7. Oldest of them aged 46
years.
OCCUPATION RESPONDENTS PERCENTAGE

BY: BHAVIKKHAKHKHAR
BUSINESS 31 29.5%
JOB 5 4.8%
SELF-EMPLOYED 9 8.6%
STUDENT 60 57.1%
TOTAL 106 100%
Amongst the sample most them were found to be students dominating with
57.1% with 60 counts; followed by businessman with 31 counts; later on carried
by Self-employed and Job persons.
OWN A BIKE RESPONDENTS PERCENTAGE
YES 77 72.6%
NO 29 27.4%
TOTAL 106 100%
72.6% respondents counting to 77 people owned a bike and rest didn’t own a
bike.

BY: BHAVIKKHAKHKHAR
From the questionnaire 42.5%/45 people were daily riders and only 12 people -
11.3% of sample goes for cruising. 17.9% never rode a bike.
PURPOSE RESPONDENTS PERCENTAGE
FOR DAILY
COMMUTE
45 42.5%
WEEKEND RIDES 30 28.3%
LONG DISTANCE
CRUISING
12 11.3%
NEVER 19 17.9%
TOTAL 106 100%

BY: BHAVIKKHAKHKHAR
Most liked brand among today’s youth is found to be Royal Enfield with a huge
margin of 60.4% of total respondents and Yamaha is found to be next favorite
brand with 16%.
BRANDS RESPONDENTS PERCENTAGE
ROYAL ENFIELD 64 60.4%
YAMAHA 17 16%
JAWA 13 12.3%
OTHERS 12 11.3%
TOTAL 106 100%

BY: BHAVIKKHAKHKHAR
CONSIDERATION RESPONDENTS PERCENTAGE
YES 71 67%
NO 15 14.2%
MAYBE 20 18.9%
TOTAL 106 100%
Most of them perceive Royal Enfield bikes in Rajkot before purchasing a bike
as it is confirmed through above chart that 67% consider Royal Enfield’s
offerings.

BY: BHAVIKKHAKHKHAR
MODEL RESPONDENTS PERCENTAGE
CLASSIC 30 28.3%
BULLET 24 22.6%
THUNDERBIRD X 28 26.4%
CONTINENTAL GT 17 16%
INTERCEPTOR 7 6.7%
TOTAL 106 100%
As far as perception is concerned most of the Rajkot’s people admire the brand
and besides it Royal Enfield’s Classic Model is found to be most favorite,
further listing follows Thunderbird X, Old school Bullet and latest offerings
Continental GT and Interceptor are least favored.

BY: BHAVIKKHAKHKHAR
Royal Enfield proves to be providing Value for money on this research ground,
also many of them found it to be bit overpriced which we think can be a
hindrance in future to Royal Enfield.
PERCIEVE PRICING RESPONDENTS PERCENTAGE
AT PAR 17 16%
VALUE FOR MONEY 52 49.1%
BIT OVERPRICED 27 25.5%
HIGHLY EXPENSIVE 10 9.4%
TOTAL 106 100%

BY: BHAVIKKHAKHKHAR
Not only people perceive Royal Enfield while purchasing but they also find it to
have a nice brand image in people of Rajkot as most them responded as nice
brand image.
HOW IS RE. RESPONDENTS PERCENTAGE
NICE 82 77.4%
AVERAGE 22 20.8%
NOT GREAT 2 1.8%
TOTAL 106 100%

BY: BHAVIKKHAKHKHAR
Royal Enfield is found to be mostly selected by people in Rajkot becauseof
higher comfort level than others and speed enthusiasts also found to have
likings to Royal Enfield bikes. As far as safety and pricing are concerned less
no. of people look for these bikes.
FACTOR RESPONDENTS PERCENTAGE
PRICE 20 18.9%
COMFORT 43 40.6%
SAFETY 13 12.3%
POWER 20 28.3%
TOTAL 106 100%

BY: BHAVIKKHAKHKHAR
RIVAL RESPONDENTS PERCENTAGE
JAWA 40 37.7%
HARLEY DAVIDSON 51 48.1%
UM 7 6.7%
TRIUMPH 8 7.5%
TOTAL 106 100%
Royal Enfield is best rivaled by an upper segment bike HD’s as per findings
and also JAWA is forthcoming brand to compete and give cut throat
competition to Royal Enfield bikes.

BY: BHAVIKKHAKHKHAR
BARRIER RESPONDENTS PERCENTAGE
HIGH
MAINTENANCE
31 29.2%
LOW MILEAGE 28 26.4%
NOISY VEHICLE 26 24.5%
EXPENSIVE 21 19.8%
TOTAL 106 100%
29.2% perceive RE bikes to be of high maintenance which is the factor to be
considered for after sales improvement. Low mileage and vibration of vehicle is
also one of the negative USP of RE bikes

BY: BHAVIKKHAKHKHAR
PERCEIVE RESPONDENTS PERCENTAGE
PERFOMANCE
MOTORCYCLE
45 42.5%
EASY TO
MANEUVER
12 11.3%
PREMIUM 49 46.2%
TOTAL 106 100%
Out of the total 106 respondents nearly half of them perceive offerings of Royal
Enfield as premium bikes which up to some extent can be considered as
favorable to a brand. Speedsters also like it for its performance so this caters a
large market which is youth. Hence, achieving its target market

BY: BHAVIKKHAKHKHAR
6. FINDINGS AND SUGGESTIONS
 Of, the given population of 106 of Rajkot aged above 18 years of age we
found that 77.4% that is 82 respondents owned bike.
 Majority of the given population use their bikes for daily commute,
which can be a major factor before selecting a bike that can act as a daily-
driver.
 Royal Enfield is dominating brand amongst the likes of the population
with 64 people voting for it out of total.
 It is proved from the research that people not only like the brand but also
prefer Royal Enfield bikes at the time of purchase.
 Most loved bike of Royal Enfield is found to be CLASSIC which is
being offered in 2 main variants. (350cc&500cc)
 The brand image of the company is nice among the population and also
the offerings are found to be ‘Value for Money’ for majority them.
 Comfort has been the important USP among customers perception for
Royal Enfield.
 Harley Davidson are found to be a stiff competitor for Royal Enfield,
also the research shows that JAWA is growing at a nice pace to be a
promising rival.
 Although, most of the population considers Royal Enfield to be a
Premium bike but its high maintenance has also been a part of not going
so premium for its bikes.

BY: BHAVIKKHAKHKHAR
7. CONCLUSION

BY: BHAVIKKHAKHKHAR
8. ANNEXURE
QUESTIONNAIRE
1. NAME
2. AGE
3. Your current profession
a) Business
b) Job
c) Self-Employed
d) Student
4. Do you own a bike?
a) Yes
b) No
5. How often do you ride a bike?
a) For daily commute
b) Weekend rides
c) Long distance cruising
d) Never
6. Motorcycles brand you like
a) Royal Enfield
b) Yamaha
c) Jawa
d) Other
7. Do you consider Royal Enfield while making purchase of Motorcycle?

BY: BHAVIKKHAKHKHAR
a) Yes
b) No
c) Maybe
8. Which Royal Enfield Motorcycle’s styling is more appealing to you?
a) Classic
b) Bullet
c) Thunderbird X
d) Continental GT
e) Interceptor
9. How do perceive pricing of Royal Enfield motorcycles to be?
a) At Par
b) Value for money
c) Bit overpriced
d) Highly expensive
10.How well do you find Royal Enfield as a motorcycle Brand?
a) Nice
b) Average
c) Not great
11.If you are to buy a Royal Enfield motorcycles, what will be most
important factor you consider while selecting one over others?
a) Price
b) Comfort
c) Safety
d) power
12.What changes do you think are viable for Royal Enfield to sustain as a
market leader in the present scenario?
13.Who do you think rivals the bestto lineup of Royal Enfield?

BY: BHAVIKKHAKHKHAR
a) JAWA
b) Harley Davidson
c) UM
d) Triumph
14.What do you think is the major barrier for not opting Royal Enfield by
other motorcyclists?
a) High maintenance
b) Low mileage
c) Noisy Vehicle
d) Expensive
15.How do you perceive offerings of Royal Enfield to be that of?
a) Performance motorcycle
b) Easy to Maneuver
c) Premium

BY: BHAVIKKHAKHKHAR
9.BIBLIOGRAPHY
WEBSITES
 https://scholarshipfellow.com/research-design-types-research-design/
 http://www.businessdictionary.com/definition/research-design.html
 https://www.questionpro.com/blog/research-design/
 http://shodhganga.inflibnet.ac.in/bitstream/10603/3704/12/12_chapter%2
02.pdf
 http://euroasiapub.org/current.php?title=IJRFM
 https://www.royalenfield.com/
 https://www.icrjournal.com/
 www.ijbarr.com
BOOKS
Research Methodology
(Naval Bajpai)

BY: BHAVIKKHAKHKHAR
JOURNALS / MAGAZINES / NEWSPAPERS
 Dr. Priyadarshini Padhi, “Decision making process for durable products:
A case study of two-wheelers in Ganjam”;ID: L-5236-2015.
 Mr. FAISAL.T, Research Scholar (M-Phil. “A STUDY ON
CUSTOMER PERCEPTION TOWARDS ROYAL ENFIELD WITH
SPECIAL REFERENCE TO MALAPPURAM DISTRICT”;ISSN:
2320-5504, E-ISSN-2347-4793
 Ms. Ameer Asra Ahmed, “A STUDY ON CUSTOMER
SATISFACTION LEVEL OF ROYAL ENFIELD BULLET”;E- ISSN -
2347-856X ISSN -2348-0653

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