Sachin Madavi
Jhulelal Institute of Technology,
Department of Business management
Off Koradi Road, Nagpur -441111, India
Prof. Sangita Kukreja
Assistant Professor, Department of Business Management,
Jhulelal Institute of Technology, Nagpur
ABSTRACT
Royal Enfield is an automobile company that deals in manufacturing of motorcycles. Royal Enfield first sold its bike in 1949 in India, in 1955 . India’s own manufacturing unit started. In 1955, Redditch company and Madras Motors came together and formed Enfield India. Presently Royal Enfield company is a subsidiary of Eicher. The main significance of the study is to understand the consumer perception attributes towards Himalayan motorcycle. To understand the area covered by Himalayan motorcycle and also to find out the new demand for the motorcycle after the relaunch. This study looks at consists of consumer’s reaction and recognition to Himalayan motorbike, of Royal Enfield. The effects are restrained by way of the sample size 100 numbers and therefore the opinion of simplest selected customers is considered. Especially, this take a look at has restricted scope simplest interior Bangalore. This research paper tends to find out that most of the respondents are least interested in buying Himalayan Bike. Reasons are high Maintenance Cost and High Price of Himalayan Motorcycle. The royal Enfield advertisement has to be still stronger to promote the Himalayan motorcycle to the people.
Key-words: Customer satisfaction, Customer perception, Royal Enfield advertisement, Purchase decision.
OBJECTIVES:
- To know the distribution strategy adapted by Royal Enfield.
- To know the response of the dealer regarding the products of Royal Enfield.
- To find out the factors that influences the consumer’s preference of a particular flavor of Royal Enfield.
- To analyze the problems of retailers and customers.
- To find out the brand awareness of different models of Royal Enfield.
- To know about the consumer awareness about the promotional strategy adopted by Royal Enfield for Motorcycle.
RESEARCH METHODOLOGY
Descriptive research design is used for the study. Using this research design researcher can know more about the problem being studied and new idea can be generated. Structured Questionnaire has been used and discussed personally with the respondents to get their response. The secondary data sources are referred from books, website etc. A sample size of 100 has been chosen for the study.The sampling done from Potential customers, students and professionals using convenient sampling.The questionnaire was framed based on the objective of the project. This questionnaire was distributed to the owners of owners of the Royal Enfield and Potential customer of Royal Enfield for the data collection. Data was collected from the students and professionals were analyzed using Percentage Analysis and chi square.
Research is a common term refers to a search for knowledge. It is a scientific and systematic search for specific information on a specific topic. In fact, research is an art of scientific investigation research is also an academic activity and as such, the term should used in a technical sense. A research includes defining and re-defining problems, formulating hypothesis or suggested solution, collecting, organizing and evaluating data and making deduction and reaching conclusion and at last carefully testing the conclusion to determine whether they fit formulating hypothesis.
LIMITATIONS:
- Due to time constraint the study is restricted only to limited respondents.
- Some respondent have not responded to all the questions.
- The data given by the respondent may be personally biased.
- The study is based on only in the Nagpur City.
- The data collected may be biased because the respondent may not give correct information.
DATA ANALYSIS AND INTERPRETATION:
application of the statistical processes to analyze specific discovered or assumed facts from a specific study”. Inference is the system with the aid of which that means is connected to the information. Inference is a creative corporation that depends at the perception and creativeness of the researcher, irrespective of whether or not he/she is a qualitative analyst operating closely with wealthy extensive interview transcript or ‘thick description’ based upon excessive remark or at the alternative extreme, a quantitative researcher wearing out a complicated multivariate statistical analysis of a big records set. Out of 100 respondents 98 are male and 2 respondents are female. It is clear that most of the people interested in Royal Enfield are Men because of the manly look which the bike gives. It can be inferred that majority of the respondents are male.
Profile of Respondents Based on Occupation:
The above graph shows that student s are the most respondent 42, government official with 5,self employed 11, professional 31, and others 1. It can be inferred that majority of the respondents are students. Out of 100 respondents 16 are married and 84 are unmarried. From the above analysis it is inferred that most of the respondent are unmarried.It can be inferred that majority of the respondents are unmarried. From the above data it is analyzed that out of 100 respondents 71 of the respondent’s annual income is less than 3lakhs, 21 of the respondent annual income falls is between 3 to 6 lakhs, 5 of respondents fall under 6lakhs to 9lakhs, and 3 of respondent fall under 9lakhs and above.It can be inferred that majority of the respondents fall under the category of less than 3 lakhs.
Model on Top of Mind of the Respondent :
From the above data it can inferred that classic is on top of the mind with 52 of respondents, Electra is on top of mind of 5 of respondent, thunderbird in on top of mind for 14 of respondent, bullet is on top mind of 9, Himalayan is on top of mind of 11, continental GT is on top of mind of 4 of respondents, and desert storm for 5.
Sources of Awareness of Royal Enfield Models:
Out of 100 respondents we can get to know that product awareness for royal Enfield bikes are by news paper is 6, 3 of the respondent know Royal Enfield bikes through face book, magazine is 6 , friends and relatives is 70, and product knowledge from other sources is 18. It is inferred that majority of respondents are of the products of Royal Enfield through friends and relatives.
Attributes of a Bike Which Respondents are Looking For:
From the above date it is analyzed that 48 of respondents strongly agree, 38 agree, 10 neither agree nor disagree, 3 disagree and 1 strongly disagree that they look for in a bike while purchasing.51 of respondent strongly agree, 32 agree, 12 neither agree nor disagree, 3 disagree, and 2 strongly disagree that they look out for mileage while purchasing a bike. 69 of the respondent strongly agree, 26 agree, 4 neither agree nor disagree and 1 strongly disagree that comfort is what they look for while buying a bike. 59 of the respondents strongly agree, 28 agree, 11 neither nor disagree, 1 disagree and 1 strongly disagree that they look for pick up while buying of bike. 48 of the respondents strongly agree, 36 agree, 15 neither nor disagree, 0 disagree and 1 strongly disagree that they look for appeal while buying of a bike. The respondents look out for comfort in first place, second are pick up and third is mileage and fourth is price and appeal.
Perception of Features With Respect to Motorcycle:
From the above data it can be analyzed that 16 of the respondents say excellent, 41 good, 37 say average, 5 say below average and 1 are not satisfied with the ignition of Himalayan Motorcycle.23 of the respondents say excellent, 37 good, 35 say average, 4 say below average and 1 are not satisfied with the pickup of Himalayan Motorcycle. 21 of the respondents say excellent, 39 good, 31 say average, 8 say below average and 1 are not satisfied with the breaking of Himalayan Motorcycle.9 of the respondents say excellent, 36 good, 43 say average, 9 say below average and 3 are not satisfied with the fuel efficiency of Himalayan Motorcycle.27 of the respondents say excellent, 35 good, 29 say average, 6 say below average and 6 are not satisfied with the appeal of Motorcycle.
CONCLUSION
Royal Enfield is a automobile company that deals in manufacturing of motorcycles. Apart from manufacturing motorcycles Royal Enfield is presently doing good in Indian two wheeler sector. The users of royal Enfield is increasing day by day. , the Himalayan progress toward becoming adulated for its compelling suspension and rough terrain potential, even as some protest wind up plainly coordinated to the outstandingly low power yield of the motor. Most of the respondents are aware of Royal Enfield Classic. Perception towards Himalayan Motorcycle of the respondents is good. Most of the respondents are least interesting in buying Himalayan Bike. Reasons are high Maintenance Cost and High Price of Himalayan Motorcycle. The royal enfield the advertisement has to be still more stronger to promote the motorcycle to the people.Himalayan
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