PROJECT REPORT

on

THE ROLE OF ADVERTISEMENT

IN CONSUMER DECISION MAKING

Submitted By:-

PUSHPENDRA RAJPOOT
500052509

R300216017

BBA Auto Marketing

School of Business, UPES

Synopsis Mentor:

Dr.Ankur Kumar Rastogi

(School of Business, UPES)

Submitted To:

UPES, Dehradun

1|Page
 CERTIFICATE

To Whomsoever It May Concern

This is to certify that dissertation report on “ THE ROLE OF ADVERTISEMENT IN

CONSUMER DECISION MAKRIN is completed and submitted to UPES, Dehradun by
‘PUSHENDRA RAJPOOT in partial fulfillment of the requirements for the award of degree of
Bachelors of Business Administration (Oil & Gas Management) is bonafide work carried out by
him under my supervision and guidance.

To the best of my knowledge and belief the work has been based on investigation made, data
collected and analyzed by him and this work has not been submitted anywhere else for any other
university or institution for the award of any degree or diploma.

PUSHPENDRA RAJPOOT

2|Page
 DECLARATION

I PUSHPENDRA RAJPOOT student of MBA (Oil and Gas) Management at UPES declare that
work done on Automation of Fuel Retail Outlet is original. Any references made in this project
are duly acknowledged.

The analysis of past present and future as documented in this project is thereby the copyrights of
the author. This report should not be reproduced without permission of the author.

To the best of my knowledge and belief the subject matter here is original and has not been
submitted to any other university till date.

PUSHPENDRA RAJPOOT

3|Page
 Table of Content

S.NO. TOPIC PAGE NO.

1. Introduction

2. Literature Review

3. Research Objective

4. Research Methodology

5 DATA ANALYSIS AND

INTERPRETATION

6 LIMITATION

5. CONCLUSION

6. BIBLIOGRAPY

7 QUESTIONNAIRE

4|Page
 Introduction
This examination incorporates client's purchasing conduct towards Royal Enfield and Harley
Davidson. In this examination I will learn about the different buyer choices that are influenced
by their conduct so as to comprehend the explanations behind buying Royal Enfield bicycles and
Harley Davidson bicycles. Purchaser conduct is said to be a connected control. This prompts the
miniaturized scale point of view and societal viewpoint. Shopper purchasing conduct to a great
extent depends on the experience of after buy relating different parameters (administration,
bicycle execution, mileage and so on.). The data pertinent for study was drawn from essential
information gathered through review technique, which alone was not adequate. Subsequently,
optional information was gathered to think about effectively. For the shopper conduct ponder an
example of 20 people was looked over the in Dehradun city. The example was judgemental and
system was advantageous irregular testing. Showcasing is the way toward performing statistical
surveying, moving items and additionally administrations to clients and elevating them by means
of publicizing to additionally upgrade deals. It produces the methodology that underlies deals
strategies, business correspondence, and business improvements. It is a coordinated procedure
through which organizations construct solid client connections and make an incentive for their
clients and for themselves.

Promoting is utilized to distinguish the client, to fulfill the client, and to keep the client. With the
client as the focal point of its exercises, it very well may be reasoned that advertising the
executives is one of the real parts of business the board. Promoting advanced to meet the stasis in
growing new markets brought about by develop markets and overcapacities in the last 2-3
centuries. The selection of advertising procedures expects organizations to move their
concentration from generation to the apparent needs and needs of their clients as the methods for
remaining productive.

The term promoting idea holds that accomplishing authoritative objectives relies upon knowing
the necessities and needs of target advertises and conveying the ideal fulfillments. It recommends
that so as to fulfill its authoritative goals, an association ought to foresee the requirements and
needs of customers and fulfill these more viably than contenders.

5|Page
An introduction, in the advertising setting, identified with a recognition or mentality a firm holds
towards its item or administration, basically concerning shoppers and end-clients. From the
beginning of time, showcasing has changed extensively in time with buyer tastes.

CONSUMER PERCEPTION

Recognition is the procedure by which an individual chooses, sorts out advertisement translates
data contributions to make an important image of the world. A boost is any unit of contribution
to any of the faculties. Boosts incorporate items, bundles, brand names, notices and ads. Tactile
gatherings are the human organs (the eyes, ears, nose, mouth and skins) that get tangible
information sources. Their tangible capacity is to see, hear and smell taste and feel. These
capacities are called into play either separately or in mix in the assessment and utilization of the
most shopper items. recognition has system suggestion for advertisers since customers settle on
choice dependent on what they saw rather based on same article in view of three perceptual
procedure. They are

1. SELECTIVE ATTENTION:

Specific consideration implies that advertisers need to endeavor to pull in buyer's notice

2. SELECTIVE DISTORTION:

Now and then even seen boosts don't generally run over in the manner in which the
senders proposed. Specific mutilation is the inclination to turn data into individual
implications and decipher data such that will accommodate our assumptions. Shockingly
there isn't much that advertisers can do about particular twisting.

3. SELECTIVE RETENTION:

individuals will in general overlook much that they adapt however will in general hold
data that bolsters their demeanors and convictions.

6|Page
 As a result of specific maintenance, we are likely great focuses referenced about an item.
Particular maintenance clarifies why advertisers use dramatization and reiteration in
sending messages to their objective market.

ATTITUDE

A frame of mind is an individual's continuing positive or negative assessment, passionate

emotions and activity propensities towards some thought or item

MEANING OF CONSUMER PERCEPTION

Recognition is the procedure by which an individual chooses, composes and translates data
contributions to make a significant picture of world. The watchword is the definition
observation is singular; one individual may see a quick talking sales rep as forceful, another as
smart. Individuals can develop with various impression of the article clients situated reasoning
requires the organization to characterize clients needs from of view. Each item includes
tradeoffs and the board can't realize what they are without talking and investigating clients. In
this manner a vehicle purchaser might want a superior vehicle that never stalls., that is
sheltered appealingly styled and furthermore shabby or moderate for the general population.
Since these temperances can't be joined in one vehicle, the vehicle originators must settle on
hard decisions not on what satisfies them but instead on what clients incline toward or
anticipate from them or from the item that they are going to purchase. As the principle point is
after all to make a deal through addressing the client's needs.

For what reason is it remarkably vital to know the view of the clients in light of the fact that
fundamentally an organization's deals every period originates from 2 gatherings? They are

7|Page
1. New clients

2. old clients

Client maintenance is more basic than client fascination and the way to client's
maintenance is to know the clients observation about the organization or item and
make sure that the client is completely fulfilled. An organization who learns the
impression of the shoppers is clearly going to make steadfast clients. Along these
lines steadfast clients:

1. Purchases once more.

2. Talks positively to others about the organization.

3. Gives careful consideration to contending brands and promoting.

4. Purchases others items likewise from a similar organization.

Thus organizations ought to go past gathering the unimportant desires for the
shoppers. The organizations should keep mind what the buyers feel about the brand
or the item and ought to continue satisfying their necessities and what changes charm
a client, the customer converses with significantly more colleagues about the fine
organization and their item.

The enchanted and the fulfilled buyers are more powerful publicists than the ads that
are set or given in the media. Presently given us a chance to think about what
happens when the organization is uninformed of shopper's discernment: As we have
called attention to that purchaser just do the promoting of the organization who know
about buyers recognition and know their desires and satisfy their necessities. An
organization who is uninformed of shopper's discernment doesn't make due in the
aggressive market. Clients will be disappointed with their items. Truth be told in one
investigation, 13% of the general population who had an issue with an association
whined about the organization to in excess of 20 individuals. Assume every
individual who recounted the awful anecdote about the organization to eleven
individuals, who told another eleven, etc. Plainly, terrible informal exchange can

8|Page
without much of a stretch toxic substance open's frame of mind about the
organization.

In this way an organization ought to be savvy enough to routinely be in contact with

the customers. It can't likewise depend first on deliberate objections from the clients
when they are disappointed. Truth be told, 96% of miserable clients never tell the
organization. Organizations should set up proposal and review frameworks to
augment the client's chance to grumble. Along these lines the organization will figure
out how well it is getting along. It is likewise a noteworthy path for the organization
to figure out how to improve the situation from previously. The organization likewise
asserts that more than 66% of its advancement thoughts originate from tuning in to
buyer protests.

Listening isn't sufficient, the organization must react usefully to the grievances of the
purchasers who register a protest. Client who have whined to an association and had
their objections tastefully settled enlighten to a normal 5 individuals concerning the
treatment they got.

at the point when an organization understands that a dedicated client may represent a
considerable aggregate of income throughout the years. It appears to be stupid to
hazard losing the client by disregarding a complaint or quarreling over a little issue.
For example IBM makes each deal individual compose a full provide details
regarding each lost client and all means are taken to know the impression of clients,
why they lost and endeavor to recover that lost purchaser by satisfying their
necessities or by enhancing the items

The client arranged organization ought to figure out how to build customer needs and
steadfastness with the goal that they don't need to stress regardless of whether its
benefits are down in a specific year. Yet, on the off chance that then again the
benefits rises yet its clients stay with falling than the is on wrong track.

9|Page
Benefits could go here and there in a specific year for some, reasons including
increasing costs, falling costs, major new speculations and so forth., yet a definitive
indication of a sound organization is that its clients are steadfast. Buyer observation
is the best methods for the organization's future benefits and development.

UNDERSTANDING PERCEPTION

Data handling includes an arrangement action by which boosts are seen, change into
important data are put away. As appeared in the accompanying figure the initial three
stages establish discernment and fourth speaks to capacity of data (memory).

Reality to a person's discernment, an individual marvel, based on which the people

demonstrations or responds and not based on goals reality. Consequently, advertisers
are especially keen on shoppers discernment than their insight into goals reality.
Basically, discernment is the manner by which see our general surroundings. diverse
people might be presented to similar boosts under similar conditions yet how every
individual perceives the improvements, chooses them, sorts out them and deciphers
them is extraordinary if there should be an occurrence of every individual and relies
upon his needs, needs, values, benefits, individual encounters, dispositions and
desires. Discernment is additionally affected by qualities of the upgrades, for
example, measure, shading, power and so forth. What's more, the setting in which it
is seen or heard. A portion of the essential ideas related with the recognition are as
per the following.

DEFINITION
Schiffman and kanuk have characterized observation as "The procedure by which an
individual chooses, composes and deciphers into a significant and reasonable image
of the world". A boost is the unit of contribution to a tactile gathering. In a
showcasing setting, the upgrades incorporate brand names, promotions, hues, sounds,
and bundles and so on.

10 | P a g e
IMPROVEMENT FACTORS

These are endeavors at various and frequently merit the consideration of shoppers.
Desires

Individuals by and large observe what they hope to see and this desires depends on
recognition and past experience. Customers regularly see generation and produce
properties according to their desires.

THOUGHT PROCESSES

Buyers will in general see those things that are top most in the most in their need are
need list. They are very discerning of upgrades that are pertinent to their necessities
and interests, subsequently, more grounded the felt need, more noteworthy is the
propensity to see thought process related things and disregard disconnected
improvements in the earth.

PARTICULAR PRESENTATION

Introduction happens when customer's faculties are initiated by improvement.

Purchasers are mindful to upgrades, which are applicable, delight, or towards which
they might be thoughtful and overlook terrible and excruciating ones.

Specific consideration

Consideration is the flashing centering of a customer's intellectual limit on a specific

improvement. Purchasers have expanded familiarity with boosts that are important to
their felt needs or interests and diminished consciousness of unessential upgrades.

11 | P a g e
Adjustment

Adjustment alludes to steady change in accordance with boosts to which customers

are uncovered for delayed period. As a result of adjustment, customers don't see
boosts to which they have turned out to be balanced.

Perceptual watchfulness and safeguard

Perceptual resistance is almost certain in tension generation boost. As a result of this

reason, horrendous, harming, or compromising upgrades have to a lesser degree an
opportunity to be seen contrasted with unbiased boosts at a similar dimension of
introduction.

12 | P a g e
 SWOT ANALYSIS

SWOT ANALYSIS of Royal Enfield:

SWOT Analysis

1. Size and scale of parent company

2. Effective Advertising Capability

3. High emphasis on R and D

4. Established brand name in the cruiser market

5. Established market distribution channel

6. Exports motorcycles to 31 countries like the USA,
Japan, UAE, Korea, Bahrain, UK, France, Germany,
Strength Argentina and many other countries

1. Weight of the motor cycle can be an issue for few

customers.
Weakness 2. Mileage of high cc bikes is an issue

1.Two-wheeler segment is one of the most growing

industries
2.Export of bikes is limited i.e. untapped international
Opportunity markets

1. Strong competition from Indian as well as

international brands
2. Dependence on government policies and rising fuel
Threats prices

13 | P a g e
 3. Better public transport will affect two-wheeler sales

Competition

1. Bajaj Auto
2. Hero Motor Corp (Hero Honda)
3.TVS
4.Suzuki
5. Harley Davidson
6. Yamaha
Competitors 7. Ducati

14 | P a g e
Weakness in the SWOT analysis of Harley Davidson

1. Outside U.S Harley Davidson has a manufacturing unit only in India & one
assembling plant in Brazil which makes price to the exported countries a bit higher.
Also they are dependent on these 3 facilities to fulfill the global demand.
2. Over-dependence on the U.S market: More than 65% of the revenue is coming from
the U.S market. The U.S market has its own limitation in terms of growth. So it’s
became more risky for Harley to generate majority of its revenue from U.S.
3. Suppliers: Relaying on Single/Limited Suppliers can affect the company’s business in
long run. As in case of increase in Input cost will lead to increase in operational cost
which in course will affect the cost of commodities resulting capacity constraints,
lower production, financial distress to suppliers which will ultimately result in delivery
delay & customer dissatisfaction.

Opportunities in the SWOT analysis of Harley Davidson

1. Asian & Europe Markets: The demand in the developing Asian & European nations is
increasing for Harley and there are very (rather no) players competing in this segment.
Thus, it is a very attractive opportunity for Harley to capture these markets
aggressively.
2. Lower CC bikes: With its own set of loyal & cult followers, it can attract the young
customers for whom if it can launch low end heavyweight vehicles (say 350 CC)
which will help the company to increase its Customer base.
3. Women & Young Riders: Harley can use its increased marketing efforts to further
increase the customer base by marketing towards untapped segments. For example, in
2000, women riders were purchasing about 15,000 motorcycles per year. In just 5
years, sales to women had jumped to over 30,000 motorcycles per year. In 2006,
women accounted for 12% of all bike sales.

15 | P a g e
Threats in the SWOT analysis of Harley Davidson

1. Myopic Approach: Being market myopic can affect the Harley brand .As its 65% of
sales comes from the U.S market, this over dependence can lead to internal distress.
2. Substitutes: With more & more companies in heavyweight segment going global Like
Royal Enfield, Indian Motorcycles, Vector Motorcycles, Triumph Motorcycles, these
substitutes with low price offering can affect the overall business of Harley.

16 | P a g e
 LITERATURE REVIEW

I have chosen this topic to know about the sales gap between Royal Enfield and Harley
Davidson. It was during 1950s, that marketing concept developed and thus the need to the study
the behaviour of consumers was recognized. When everything revolves round the customer then
the study of consumer behaviour becomes a necessity. I chose this topic to know the likes and
dislikes of the consumer in making a bike purchase. When we buy a Royal Enfield or Harley
Davidson it is a both a functionally and a social buying motive. It is a functionally buying motive
because the Harley Davidson and Royal Enfield are so expensive. Buying a Harley Davidson or
Royal Enfield is for some a buying they have been saved money for in a long time. The reasons
why I chose this topic is to understand the reasons for purchasing more Royal Enfield bikes than
Harley Davidson, to know about the experience after purchase relating various parameters
(service, bike performance, mileage etc.), to ascertain the barriers to purchase a Harley Davidson
for a prospective customer, to ascertain the factors that affects the choice of a bullet as a
motorcycle for a common man.

Prof. S. Saaravanan and Prof. N. Panchanatham (2009) discussed about the promotional
essentials for any product. As per the results, customer considers many issues while investing
their resources for buying a product, like two wheelers. Still, there are many customers laying
emphasis over brand image. This research illustrates socio-economic issues that actually satisfy
the customers of two wheelers and students and employees craving to the services as offered by
the showrooms.

The core concern of this particular section is about reviewing concepts and theories that are
liable in terms of assisting to the process of deriving the study. The basic objective of this study
is to understand behaviour of the consumer with reference to the meaning that defines it.

The study of consumer behavior is to know the way an individual spends his resources in the
process of consuming items. This is an approach that comprises of studies of the items that they
buy and the reason for buying and the timing. It is also about where they make the purchase and
that too how frequently (Schiffman and Kanuk, 1996).

17 | P a g e
Marketing aims in satisfying the demands of the targeted customer. The domain of consumer
behaviour deals with issues affecting consumer’s buying behaviour. It aims in offering a clearer
idea about the way consumer makes the selection, buys, utilises and disposes the respective
product/service, experiences/ideas, attain to satisfaction to the desires (Kotler, 2003).

In general, in a day, a consumer makes many and varied buying decisions. Many companies are
involved in initiating market research to derive consumer’s current buying behavior. According
to Kotler and Armstrong (2001) there are answers to - what consumers in general buy, the way
they buy, the item that they buy, the place of buying, etc.

The model for stimulus-response is derived to be the simplest way to identify the buying
behaviour of the consumer. This model is related to marketing stimuli (following 4 Ps) added by
some major forces (such as political, economic, cultural and technological), leaving great impact
over buying behaviour.

Consumer buys are subject to get influenced heavily by cultural, personal, social and the most
importantly the psychological features. Most of such concerns are beyond any control of the
marketers, yet are considered prior to any market orient decision (as by Kotler and Armstrong,
2001). The process of making decision by the consumer does not happen in vacuum. As against
this, social, cultural, psychological and individual concerns influence this subject very strongly
(Lamb et al., 2002).

To begin with the process of understanding buying behaviour of the consumer, it is important to
see the model for stimulus response. Environment and marketing stimuli get into the
consciousness of the buyer. It is the decision process of the buyer that leads him to a specified
decision. Buying behaviour of the consumer gets influenced by social, cultural, and personal
issues (Kotler, 2003).

In reference to any society, the population gets categorized by prestige and power. As a result the
hierarchy of class gets decided (Assael, 1998).

18 | P a g e
 RESEARCH METHODOLOGY

Research Design

The exploration will be completed in different stages that comprise a methodology of working
from entire to part. It incorporates consequent stages endeavouring to go further into the client's
mind and build up an intensive comprehension of what a client searches for while purchasing a
bicycle. The essential information was gathered through organized poll of 100 respondents were
chosen for this examination. The gathered examples utilizing helpful inspecting strategy was
approved and took it for further examination. Auxiliary information is additionally been gathered
from web seek, perusing magazines, papers and articles, papers identified with the bike business
in India and articles.

Inspecting Technique

A helpful sample(non-likelihood inspecting strategy) of 100 customers was shared up for the
present investigation in which respondents of the examination was asked for to finish the survey
on willful premise.

Test Size

The extent of the example taken in the examination is 100.

Inspecting Tools

Frequencies and cross arrangement have been determined for the reactions of the respondents.

19 | P a g e
Research Objective

The motivation behind research is to find answers and questions. The primary point of research
is to discover reality which is covered up and which has not been found so far. From this
exploration it will be uncovered that:

Target of the investigation

The goals of the examination are as per the following:

 To examine the customer observation towards the Royal Enfield bicycles.

 To comprehend the frame of mind of the purchasers towards the Royal Enfield bicycles

and furthermore to comprehend the purchaser conduct.

 To think about the brand mindfulness, brand pictures and impression of customers

towards different brands.

 To think about the inclination of clients on various assortments of Royal Enfield bicycles.

 To consider buyers desires in appreciation to Royal Enfield bicycles.

 To contemplate the brand faithfulness of Royal Enfield clients.

 To give appropriate ends and suggestions for discoveries.

 Why greater part of clients are leaning toward Royal Enfield than Harley Davidson. From

this we can finish up why more youthful age and middle age are more intrigued by Royal

Enfield than Harley Davidson.

 What promoting system is adjusted by Royal Enfield to build its deal?

 What is the most required element for respondents while buy a bicycle? From this

examination I will probably realize the connection between elements that are impacting

the purchasing choice and fundamental fascination of clients towards Royal Enfield than

Harley Davidson.

20 | P a g e
Impediments of the examination

1. The research was bound to Dehradun city just; it speaks to the client's discernment
towards Royal Enfield bicycles.

2. The second constraint was the absence of time because of which just 100 polls were
dispersed. And furthermore 100 surveys are exceptionally little in number.

3. The third constraint is that suspicions were made that respondents have uncovered the
right data.

4. Even among the 100 purchasers some were not all that patient to fill the inquiries given to
them because of absence of time.

scientist could conquer the above confinements so as to gather the valuable information
for the present investigation. The above confinements not the slightest bit influence
nature of the investigation.

Extent of the examination

The examination helped in thinking about the mindfulness and fulfillment and furthermore the
view of purchasers towards Royal Enfield. It additionally investigated the merchant's disposition
towards the administration and advantages rendered by the organization.

This investigation additionally helps the administration graduates and individual specialists who
might want to expand their insight regarding the matters which may be of assistance sooner
rather than later while searching for works.

21 | P a g e
 DATA ANALYSIS & INTERPRETATION

TABLE-1

TABLE SHOWING THE RESPONDENTS OCCUPATION

Sl no Occupation No of respondents Percentage

1 Student 34 34%
2 Businessman 32 32%
3 Professionals 34 34%
4 Others 12 12%
Total 100

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

22 | P a g e
 TABLE-2

TABLE SHOWING AGE GROUP OF RESPONDENTS

Sl no Age group No of respondents Percentage

1 20-30 Years 62 62%
2 30-50 Years 30 30%
3 50 Years and above 8 8%
Total 100

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

23 | P a g e
 TABLE-3

TABLE SHOWING THE ANNUAL INCOME GROUP OF

RESPONDENTS

Sl no Income group No of respondents Percentage

1 Less than 1,20,000 28 28%
2 1,20,000-3,60,000 24 24%
3 3,60,000-7,20,000 38 38%
4 7,20,000 and above 10 10%
Total 100

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
5
0
Less than 1,20,000 1,20,000-3,60,000 3,60,000-7,20,000 7,20,000 and above

24 | P a g e
 TABLE-4
TABLE SHOWING THE MODEL OF BIKES USED BY THE
RESPONDENTS

Sl no Model No of respondents Percentage

1 Classic 350 26 26%
2 Classic 500 16 16%
3 Electra 32 32%
4 Thunderbird 14 14%
5 Others 12 12%
Total 100

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%

25 | P a g e
 TABLE-5
TABLE SHOWING THE ATTRIBUTES PREFFERED BY THE
RESPONDENTS BEFORE PURCHASING THE BIKE

Sl no Attributes No of respondents Percentage

1 Style 46 46%
2 Status symbol 26 26%
3 Maintenance 10 10%
4 Power of bike 18 18%
Total 100

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

26 | P a g e
 TABLE-6
TABLE SHOWING HOW THE RESPONDENTS CAME TO
KNOW ABOUT ROYAL ENFIELD BIKE

Sl no Attributes No of respondents Percentage

1 Newspaper 16 16%
2 Advertisement 30 30%
3 Friends/Relatives 54 54%
Total 100

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

27 | P a g e
 TABLE-7
TABLE SHOWING THE PURPOSE OF RESPONDENTS FOR
USING THE BIKE

Sl no Attributes No of respondents Percentage

1 College 22 22%
2 Style 20 20%
3 Office 42 42%
4 Others 16 16%
Total 100

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%

28 | P a g e
 TABLE-8
TABLE SHOWING HOW THE ATTRIBUTES WHICH MAKES THE
RESPONDENTS EXTREMELY HAPPY WITH RESPECT TO BIKE

Sl no Attributes No of respondents Percentage

1 Style 22 22%
2 Power of bike 50 50%
3 Mileage 14 14%
4 Maintenance 6 6%
5 Others 8 8%
Total 100

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

Style Power of bike Mileage Maintenance Others

29 | P a g e
 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

30 | P a g e
 TABLE-10

TABLE SHOWING CUSTOMER'S SATISFACTION WITH

RESPECT TO MILEAGE OF THE BIKE

Sl no Response No of respondents Percentage

1 Yes 38 38%
2 No 62 62%
Total 100

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%

31 | P a g e
 TABLE-11
TABLE SHOWING PERCEPTION OF THE CUSTOMERS TOWARDS
MAINTENANCE OF ROYAL ENFIELD BIKE

Sl no Perception No of respondents Percentage

1 Expensive 52 52%
2 Affordable 34 34%
3 Cheap 14 14%
Total 100

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

32 | P a g e
 TABLE-12
TABLE SHOWING SUITABILITY OF ROYAL ENFIELD BIKES FOR
ALL TYPES OF ROADS

Sl no Suitability No of respondents Percentage

1 Yes 76 76%
2 No 24 24%
Total 100

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%

33 | P a g e
 TABLE-13

TABLE SHOWING PERCEPTION OF THE RESPONDENTS

TOWARDS THE APPEARENCE OF THE BIKE

Sl no Attributes No of respondents Percentage

1 Excellent 47 47%
2 Good 40 40%
3 Average 10 10%
4 Poor 3 3%
Total 100

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

Excellent Good Average Poor

No of respondents 47 40 10 3

34 | P a g e
 TABLE-14

TABLE SHOWING PERCEPTION OF THE RESPONDENTS

TOWARDS PRICE OF THE BIKE

Sl no Attributes No of respondents Percentage

1 Costly 42 42%
2 Standard 51 51%
3 Economical 7 7%
Total 100

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

35 | P a g e
 TABLE-15
TABLE SHOWING THE PERCEPTION OF THE
RESPONDENTS TOWARDS THE VARIATION OF THE BIKE

Sl no Attributes No of respondents Percentage

1 Price 22 22%
2 Quality 17 17%
3 Service 43 43%
4 Mileage 18 18%
Total 100

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

36 | P a g e
 TABLE-16
TABLE SHOWING WHETHER THE CUSTOMERS ARE
COMFORTABLE WITH ROYAL ENFIELD BIKES

Sl no Response No of respondents Percentage

1 Yes 98 98%
2 No 2 2%
Total 100

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%

37 | P a g e
 TABLE-17
TABLE SHOWING WHETHER THE CUSTOMERS
RECOMMEND THE PRODUCT TO THIER FRIENDS AND
RELATIVES

Sl no Response No of respondents Percentage

1 Yes 96 96%
2 No 4 4%
Total 100

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%

38 | P a g e
 TABLE-18
TABLE SHOWING PERCEPTION OF THE RESPONDENTS
TOWARDS THE AVAILABILITY OF SPARE PARTS

Sl no Availability No of respondents Percentage

1 Readily available 23 23%
2 Don't get them 37 37%
readily
3 Don't have good 10 10%
spares supply
4 Major headache 8 8%
Total 100

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

39 | P a g e
 TABLE-19
TABLE SHOWING PERCEPTION OF THE RESPONDENTS
ABOUT THE RESALE VALUE OF THE ROYAL ENFIELD BIKE

Sl no Attributes No of respondents Percentage

1 Excellent 48 48%
2 Good 37 36%
3 Average 10 10%
4 Poor 5 5%
Total 100

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

40 | P a g e
 TABLE-20
TABLE SHOWING CUSTOMERS DEGREE OF
SATISFACTION WITH RESPECT TO FEATURES OF ROYAL
ENFIELD BIKE

Sl no Features Excellent Good Average Below Not

average satisfied
1 Ignition 22% 46% 24% 6% 2%
2 Disc 46% 36% 11% - 7%
brakes
3 Pickup 36% 46% 12% 2% 4%
4 Fuel 14% 24% 48% 12% 2%
efficiency

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

41 | P a g e
 TABLE-20
TABLE SHOWING PERCEPTION LEVEL OF CUSTOMERS
WITH RESPECT TO COMPANY IMAGE OF ROYAL ENFIELD
LTD

Sl no Company Excellent Good Average Below Not

prospects average satisfied
1 Technological 10% 24% 38% 22% 6%
advancements
2 Range of 12% 28% 52% 6% 2%
products
3 Advertisements 12% 8% 30% 46% 4%
4 Dealer network 8% 24% 30% 32% 6%

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
10 Average
0 Below average
Technological Range of products Advertisements Dealer Network
Not satisfied
advancements
Company prospects

42 | P a g e
 FINDINGS

The example picked from the number of inhabitants in clients of bikes of Royal Enfield has
tossed another investigate view of purchasers.

1) The discoveries are as per the following

2) The investigation has demonstrated that specialist and the understudies are the crunch
pursued by the experts.

3) The Royal Enfield is having a youthful intrigue as the 62% of the customers are observed to
be underneath the age gathering of 20-30 years pursued by 30-50 years.

4) Royal Enfield is putting their items in the suitable value go. As the general population of
this level of pay under 3,60,000-7,20,000 can without much of a stretch manage the cost of
this Bike.

5) Customers are not pulled in to just a single specific model because of the variations
accessible and on the grounds that the Thunderbird 500/350 is the recently discharged
models they are quick moving at this point.

6) Majority of the clients specifically picked Royal Enfield as their bicycle and didn't examine
the closest elective bicycle and this demonstrates the unwaveringness of the clients towards
the brand Royal Enfield.

7) Advertisements are once in a while reviewed and are exceedingly inadequate among non-
Bullet riders. Unmistakably Royal Enfield should focus on its publicizing effort to achieve
the clients.

43 | P a g e
8) It obviously demonstrates that mileage of the Royal Enfield bicycles is efficient and
mileage somewhere in the range of 35 and 40 that too on Indian streets with overwhelming
traffic is a lot.

9) It is evident that dominant part of the respondents are happy with extra parts accessibility
and we can say that Royal Enfield has great circulation divert for extra parts in the city.

10) It is evident that greater part of the general population who pick Royal Enfield as their
bicycle doesn't have any issues or issues with their bicycle's execution

44 | P a g e
 SUGGESTIONS

 Promotional crusade The Royal Enfield advertisements seen on electronic and print media
are completely distant from the Indian culture and manner of thinking. An Indian customer
regardless of their salary level has a delicate corner for conventions and culture of India.
Thus, all organizations including market pioneers like Hero Honda and Bajaj gain by this
conduct of clients and plan their promotion crusades remembering India.

 Weak follow up from dealerships-It was seen amid the examination that Royal Enfield was
very frail in catching up with planned clients.

 Measures ought to be taken to enhance its dealership-Showrooms are exceptionally little in

size and don't mirror the quality and size of Royal Enfield in the market.

 Should enhance the after deals administration During the overview it was discovered that
Royal Enfield isn't fulfilling every one of their clients in after deals administrations, workers
at dealership once in a while utilize brutal words and wind up impolite to the clients, parts of
the bicycle are not actually accessible in the market. This is the real disadvantage in catching
the piece of the overall industry so Royal Enfield should find a way to fulfill and hold their
clients.

 Increase in client question reaction During the examination it was discovered that merchants
are not fulfilling the inquiries of clients thus recommended to expand client inquiry reaction
by merchants.

 Youth situated Advancement Company should concentrate more on more youthful age as it
can build deals and piece of the pie in Bangalore.

45 | P a g e
 CONCLUSION

The investigation has helped Royal Enfield merchants to comprehend whether the clients
are fulfilled or not. If not what are primary purposes behind disappointment of client
towards the merchant and what are the methods for enhancing the fulfillment dimension of
client towards merchant.

We can finish up more youthful age and middle age are progressively keen on Royal
Enfield, the purchasing conduct is administered dominatingly by the requirement for
Power and appreciation for the notorious Brand and clients are generally Professional
Males, 20-35 years old, including a few understudies.

The vast majority of the clients are pulled in to recently discharged Classic 350/500,
additionally clients are effectively bearing the cost of Royal Enfield bicycles and clients
are exceptionally faithful towards the brand Royal Enfield.

Illustrious Enfield should focus on its publicizing effort to achieve the clients, mileage of
the Royal Enfield bicycles is extremely conservative and the majority of them want to
purchase their bicycle shiny new from showroom with the extra parts accessible in market
effectively.

Illustrious Enfield has an amazing fulfillment level inside the client for its capacity, get,
solace, wellbeing and with after deals administration.

Obviously Royal Enfield checks at the grumblings enlisted by their clients on standard
premise to keep up its image esteem and whole Royal Enfield proprietor are enthusiastic
Royal Enfield fans.

46 | P a g e
 ANNEXURE

QUESTIONNAIRE

Name :

Contact No:

Email id:

Gender: Male Female

Occupation :

a. Student b. Professional

c. Businessman d. others

Age :

a. 20-30 years b. 30-50 years

c. 50 and above

Annual income :

a. Less than 1,20,000 b. 1,20,000-3,60,000

c.3,60,000-7,20,000 d.7,20,000 and above

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

a. Classic 350 b. Classic 500

c. Electra d. Thunderbird

d. Others

47 | P a g e
2. What made you to buy this model?

a. Style b. Status Symbol

c. Maintenance d. Power of bike

3. How did you come to know about it?

a. News paper b. Advertisements

c. Friends/Relatives

4. For what purpose you use your bike?

a. College b. Style

c. Office d. Others (specify)

5. What do you like most in your bike?

a. Style b. Power of bike

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

7. Are you satisfied with the mileage of your bike?

a. Yes b. No

8. What do you say about the maintenance of your bike?

a. Expensive b. Affordable

c. Cheap

10. Is Royal Enfield bike good on all roads?

a. Yes b. No

11. How is the appearance of your bike?

a. Excellent b. Good

48 | P a g e
 c. Average d. Poor

12. What is your comment on the price of your Royal Enfield bike?

a. Costly b. Standard

c. Economical

13. Is there any variation in what you expected?

a. Price b. Service

c. Quality d. Mileage

14. Are you comfortable with your bike?

a. Yes b. No

15. Will you recommend this product to your friends and relatives?

a. Yes b. No

16.What do you think about the availability of spare parts?

a. Readily available b. don’t get them readily

c. Don’t have good spares supply d. Major headache

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'?

Excellent Good Average Below Not satisfied

Average
1 2 3 4 5

a. Ignition :

b. Disc Brakes:

49 | P a g e
 c. Pickup:

d. Fuel Efficiency:

19.Please indicate your perception level with respect to company image of 'Royal
Enfield Ltd'?

Excellent Good Average Below Not satisfied

Average
1 2 3 4 5

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?

50 | P a g e
 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

References

1. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=102884436&s
ite=ehost-live&scope=site"

2. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=9507113978&
site=ehost-live&scope=site"

3. "http://search.ebscohost.com/login.aspx?direct=true&db=bwh&AN=28352982&s
ite=ehost-live&scope=site"

51 | P a g e
4. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=38711348&sit
e=ehost-live&scope=site"

5. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=75057465&sit
e=ehost-live&scope=site"

6. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=43328135&sit
e=ehost-live&scope=site

7. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=16345196&sit
e=ehost-live&scope=site

8. "http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=35063950&sit
e=ehost-live&scope=site"

9. “https://www.scribd.com/doc/56061054/Royal-Enfield-researchreport”

52 | P a g e