A Study On Consumer Behaviour Towards Royal Enfield

A STUDY ON CONSUMER BEHAVIOUR TOWARDS
ROYAL ENFIELD
Synopsis submitted in partial fulfillment of the

requirements for the Award of the degree of
MASTER OF BUSINESS ADMINISTRATION
OF
BANGALORE UNIVERSITY
BY
JISWIN CHERIAN ZACHARIH
19YUCMD070
UNDER THE GUIDANCE OF

DR. V.P SRIRAM
ACHARYA BANGALORE B SCHOOL

BANGALORE UNIVERSITY
2021
INTRODUCTION
Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, and
how the consumer's emotions, attitudes and preferences affect buying behaviour.
Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline of
marketing, but has become an inter-disciplinary social science that blends elements
from psychology, sociology, social anthropology, anthropology, ethnography,
marketing and economics.
The study of consumer behaviour formally investigates individual qualities such as
demographics, personality lifestyles, and behavioural variables (such as usage rates,
usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an
attempt to understand people's wants and consumption. Also investigated are the
influences on the consumer, from groups such as family, friends, sports, and reference
groups, to society in general, including brand-influencers and opinion leaders.
Part of marketing strategy is to ascertain how consumers gain knowledge and use
information from external sources. The perception process is where individuals
receive, organize and interpret information in order to attribute some meaning.
Perception involves three distinct processes: sensing information, selecting
information and interpreting information.
NEED FOR THE STUDY
The study is conducted to know the consumer behaviour towards Royal Enfield.This
study will also help Royal Enfield to create strategies to improve their brand
awareness. The study would also bring to light the current scenario of two wheeler
automobile industry in India.
STATEMENT OF THE PROBLEM
The world is growing faster than ever and so does the customer needs.The rise in
population and increase in the standard of lifestyle has created a huge demand
motorcycles around the globe. This has resulted in a plethora of motorcycles being
launched into the market with various features aiming at various target segments. For
any brand to survive in such a situation it is necessary to have a good tight grip on the
market. A study was conducted with the tight competition in mind to analyse the
consumer behaviour towards Royal Enfield; how consumers perceive the brand.
LITERATURE REVIEW
-A Study on customer Satisfaction Towards Royal Enfield with Special relevance

Malappuram District -By the Study entitled"A Study on client Satisfaction Towards
Royal Enfield with Special relevance Malappuram District" was undertaken with the
target of sorting out customer's satisfaction level on Royal Enfield bikes. Here
adopted appropriate methodology for information assortment and analysis. It's clear
from the study that the foremost customers of Royal Enfield square measure
extremely glad in most areas offered by Royal Enfield. And most majorities among
the glad customers square measure delighted customers. This study reveals that by
method of reducing the lead-time, rising fuel potency, service and advertising and by
introducing new models capable to vie with the freshers within the market Royal
Enfield will simply build the total customers into extremely delighted customers.
(Mr.Faisal.T. August 2014.pp. 154-166)
"A Study on Service Quality in Royal Enfield showroom, Chcnnai." This analysis
examines service quality satisfactions within the showroom. First. it analyses the
speculation regarding service quality conceptualization. Then a modify SERVQUAL
instrument is developed and applied to the showroom victimization as subject one
amongst the businesses. S service dimensions are identified: READINESS
dependability. TRUST, COMFORT. SECURITY. and ACCESS. they're examined in
terms of their impact of customers' overall quality satisfaction and their temperament
to advocate the firm to an admirer. These variables are found to be affected heavily by
2 dimensions: trust and luxury. this investigation's main conclusion is that
SERVQUAL could be a smart beginning base to quantify service quality. however it's
neither of general nor of direct application. The SERVQUAL instrument would want
SO MC changes to suit every scenario. No promoting is required if it merely suggests
that discounting. Sell services through quality. (G. Gopalakrishnan. 2018, pp. 94-100)
INDUSTRY PROFILE
The Indian motorcycle industry is now one of the biggest on Earth. 7.1% of the whole
GDP comed from it. It gives employment to almost 30 million people in the country
and 13% of the total income comes from these employees. There was a total of over
25 million vehicles produced in India in the year 2020. Of these 79% was motorcycle
and 15% was four wheelers. The biggest motorcycle industry in the world if now
India. Almost 20 million units were sold by Indian manufacturers in 2020. Of these
domestic sales contributed to 88% and exports contributed the rest 12. China used to
be number 1 but now India has successfully overthrown China. Almost 17 million
units were sold by China in a similar period.
The bike business of India is constituted essentially by bikes: both oil based and
electric and by motorcycles. The business is exceptionally aggressive, with 10+
players working in the market. The large number of competitors in the market is due
to the fact that India is a fast developing nation with a good economy and rising
salaries. Bikes are the quickest developing section, bike deals have developed by 19%
compounded annually for the period from the year 2006 to 2020. Motorcycles sales
have developed at a compounded yearly rate of 8% amid a similar period. Obviously
bikes are taking without end the piece of the pie from motorcycles. Household cruiser
deals for year consummation of 2017 remained at 11.09 million units. Household
deals have developed at 2% compounded annually finished a 3 year time frame.
Electric bikes have developed at 9% compounded annually. TVS XL bikes are the
pioneers in this section.
COMPANY PROFILE
Royal Enfield is the most seasoned surviving brand of motorcycles on the planet.
Royal Enfield Motors Limited produces bullet motorcycles in India. With its legacy
as weapon creator and Made like a gun as their slogan, R0yal Enfield began in 1890s
making bikes, yard cutters and motorcycles in England. In 1955, Enfield Cycle
Company banded together with Madras Motors in India in shaping Enfield 0f India
situated in Chennai, and began gathering the 350cc Royal Enfield Bullet bike in
Madras. Enfield India was bought over by Eicher Motors Ltd in 1994. The brand is
currently under Eicher Motors thus it is an Indian brand.
OBJECTIVES OF THE STUDY
To analyse the consumer behaviour towards Royal Enfield

To understand the satisfactory level of consumers using royal enfield bikes
To help marketers understand the consumers perception so that company can improve
their strategies.
SCOPE OF THE STUDY
This study is useful to understand the consumer perception about Royal enfield bikes
and the services rendered by the company it helps in the formulation of strategies that
are necessary to satisfy the customers
RESEARCH METHEDOLOGY
Task of defining the research problem is the preparation of the research project
popularly known as” research design and quote decisions regarding what, where,
when, how much, by what, means, concerning and enquiry or a research study
constitute a research design. The present study is descriptive type of research, which
focus in the impact of customer perception towards Nissan cars
SOURCES OF DATA
Primary Data : Direct Interview and Questionnaire.

Secondary Data : Websites, Journals, Previous research studies.
DATA COLLECTION METHOD
The sampling method used will be convenience sampling. The sample size will be 50.
Data will be collected through questionnaire and direct interview.
PLAN OF ANALYSIS
The collected data will be analysed using basic statistical tools like percentage
method, ranking method, tables and pie diagram for presenting the result in simplified
manner and their by interpret results thereof
CHAPTER SCHEME
CHAPTER 1: INTRODUCTION
CHAPTER 2: REVIEW AND RESEARCH DESIGN CHAPTER 3: COMPANY
PROFILE
CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS
CHAPTER 5: SUMMARY OF FINDINGS, RECOMMENDATIONS AND
CONCLUSION
REFERENCES:
Student Signature : Signature of guide:

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A STUDY ON CONSUMER BEHAVIOUR TOWARDS

Synopsis submitted in partial fulfillment of the

UNDER THE GUIDANCE OF

ACHARYA BANGALORE B SCHOOL

NEED FOR THE STUDY

STATEMENT OF THE PROBLEM

-A Study on customer Satisfaction Towards Royal Enfield with Special relevance

OBJECTIVES OF THE STUDY

To analyse the consumer behaviour towards Royal Enfield

Primary Data : Direct Interview and Questionnaire.

DATA COLLECTION METHOD

Student Signature : Signature of guide:

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