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A STUDY ON CUSTOMER'S PREFERENCE TOWARDS ROYAL ENFIELD

MOTORBIKES IN COIMBATORE CITY, TAMILNADU

Article · September 2018

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International Journal of Advanced Research in Business Management and Administration

Volume-1: Issue-1 December 2013

A STUDY ON CUSTOMER’S
PREFERENCE TOWARDS ROYAL
ENFIELD MOTORBIKES IN
COIMBATORE CITY,
TAMILNADU.
Mrs. G. MURALI MANOKARI1, MBA., M.Phil., (Ph.D.), Mrs.R.Kanaka Rathinam2,
M.Com,M.Phil,(Ph.D)

Assistant Professor in Management Studies, Nehru Institute of Engineering and Technology 1

HoD, B.Com (BPS) Department, Sree Saraswathy Thyagaraja College 2

gmuralimanohari@gmail.com1 drrathina@gmail.com2

ABSTRACT—The purpose of this study on customer preference will help us to understand the needs &

Wants of the customers towards Royal Enfield. The study could provide appropriate and timely
information about the position of preference level of customer towards Royal Enfield. As the objectives of
this study is to analyze the customer preference and to find out the customer satisfaction level towards the
ironic brand Royal Enfield. This study also investigate the services and factors which influence the
customers to purchase the Royal Enfield bikes and also identify what customers are expecting from the
Royal Enfield.

To know about the customer Preference and factor which influence the customer’s preference in buying
decision process. Customer preference is influenced strongly by culture, social, personal and psychological
factors. For this purpose, 120 customers were selected and obtained the various responses based on the
questionnaire method. By and large it was found that most of the customers are choosing Royal Enfield
vehicles because of its Vehicle Appearance, pickup, good models and engine appearance etc.

Key Words: Royal Enfield, Customer Preference, Bullet, Automobiles.

I. INTRODUCTION

The expanding Indian market, the growing size of the middle class and the rise in aspirations of the
youth along with opening up of the Indian economy have collectively influenced the steady growth of
the two wheeler market in India. In the last 3 to 4 years, the craze for motorcycle over the scooters has

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picked up and one can find today even girls crazy for a motorbike not only in the Metros but in small
towns and cities also. The automobile industry in India happens to be the ninth largest in the world
with an annual production of over 4.3 million units in 2010. In 2011, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand.

Royal Enfield is the makers of the famous Bullet brand in India. It stems from the British
manufacturer, Royal Enfield at Redditch. Royal Enfield has its headquarters at Chennai in India. Bullet
bikes are famous for their power, stability and rugged looks. Bullet became known for sheer power,
matchless stability, and rugged looks. It looked tailor-made for Indian roads. Motorcyclists in the
country dreamt to drive it. It was particularly a favorite of the Army and Police personnel.

Research Methodology

Indian auto industry is currently growing at the pace of around 18 % per annum, has become a
hot destination for global auto players like Volvo, General Motors, and Ford. The design of the
research is descriptive in nature. The data was collected from the customers using Royal Enfield in
Coimbatore by using the questionnaire. Convenience sampling is adopted for collecting data. The
sample size was 120.

Objective of the study

To know the customer’s preference towards Royal Enfield motorcycle.
To identify the various factors that influence to the purchase of Royal Enfield.

To find out the satisfaction level of the respondents towards various aspects of
Royal Enfield motorcycle.

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International Journal of Advanced Research in Business Management and Administration

Volume-1: Issue-1 December 2013

ANALYSIS AND INTERPRETATION

Table 1 Details of the employees

Demographical No. of Percentage

classification Respondents
Age (in years) Below 25 13 11
26 – 35 42 35
36 – 45 37 31
Above 46 28 23
Total 120 100
Education status Schooling 35 29
ITI/Diploma 12 10

Graduate 46 38
Professional 27 23

Total 120 100

Occupation Students 9 8
Government Employees 29 24

Private Employees 17 14
Business man 58 48
Others 7 6
Total 120 100

Income per Below Rs 30,000 18 15

month Rs 30,001 - 40,000 62 52
Rs 40,001 - 50,000 29 24
Above Rs 50,001 11 9

Total 120 100

Table 2 The Customer Preference on Royal Enfield Motorcycle

Features No of Respondents Percentage
Appearance 22 18

Models 27 23
Fuel Tank Capacity 7 6
Affordable Price 16 13

Pickup 39 33
After Sales Service - -
Others 9 7
Total 120 100

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Table 3 the reason on purchase of Royal Enfield Motorcycle

Reason for Purchase No of Respondents Percentage

Elegant look 35 29
Brand image 13 11
Pick up 34 28

Fuel Tank Capacity 17 14

Availability of Spares 2 2
Choice of colors 5 4
Designing Facilities 14 12
Resale Value - -
Total 120 100

Table 4 The respondents satisfaction level towards various aspects

Respondents Mileage Pickup Safety Engine Road Comfort

satisfaction level performance grip riding
towards
Highly Satisfied 11 86 37 89 74 73

Satisfied 17 32 46 31 37 36

Neutral 68 2 32 - 9 11

Dissatisfied 24 - 5 - - -

Highly - - - - - -
Dissatisfied
Total 120 120 120 120 120 120

CORRELATION TABLE FOR FINDING THE RELATIONSHIP BETWEEN INCOME AND

THE REASON FOR PURCHASE

Null Hypothesis

There is no significant relationship between Income and Reason for Purchase of the Royal Enfield
bikes.
Descriptive Statistics

Mean Std. Deviation

Income 2.2750 .82973

Reason of Purchase 3.0833 1.95144

Correlations
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Income Reason of Purchase

Pearson Correlation 1 .884(**)
Sig. (2-tailed) .000
N 120 120

** Correlation is significant at the 0.01 level (2-tailed).

Based on the above analysis the correlation coefficient value is Positive. Hence there is
significant relationship between Income and Reason of purchase for preferring the Royal Enfield
bikes.

CHI-SQUARE TEST SHOWING THE RELATIONSHIP BETWEEN THE AGE AND

OVERALL PERFORMANCE OF THE ROYAL ENFIELD BIKES.

Null Hypothesis

There is no significant relationship between Age and Overall performance the Royal Enfield
bikes.

Descriptive Statistics
N Mean Std. Deviation
Age 120 2.2750 .82973
Overall performance 120 3.0833 1.95144

Test Statistics
Age Overall performance
Chi-Square(a,b) 51.000 59.900

Df 3 6

Asymp. Sig. .000 .000

Monte Carlo Sig. Sig. .000(c) .000(c)

95% Confidence Interval .000 .000

The significant value is less than 0.05, so null hypothesis is rejected. There is a
significant relationship between Age and Overall performance of the Royal Enfield bikes.

FINDINGS

The survey showed that most of the respondents those who have Royal Enfield vehicle are aged
between 26-35 years, under graduates, business men and their family
income range between Rs.21, 000 to Rs. 30, 000 per month.

According to survey all the respondents had two-wheelers before they bought Royal Enfield and
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they particularly had used Bajaj motorcycles. Most of the respondents
bought Royal Enfield for elegant look, pickup, etc.

The survey showed that most of the respondents have owned Royal Enfield Thunderbird. Most of
the respondents got awareness of the Royal Enfield through

their friends and relatives and they bought their vehicle by cash and their source of finance is
personal saving.

Most of the respondents opined that Royal Enfield is suitable for long travel and they mostly
prefer to go long travel in Royal Enfield. Most of the respondents opined that

they will travel 41 to 50 km per day in their Royal Enfield and they are neutral towards the
mileage given by their vehicle.

Most of the respondents are highly satisfied towards the overall performance of Royal Enfield.
The survey showed that most of the respondents are highly satisfied with the

features like pickup, engine performance, road grip, comfort riding, models of Royal Enfield and
its vehicle appearances. Most of the respondents are satisfied with their safety in Royal
Enfield.72% of the respondents are highly satisfied towards the Royal Enfield Models. 81% of the
respondents are highly satisfied towards the Overall performance of Royal Enfield. 80% of the
respondents bought their vehicle in ordinary season and 20% of the respondents bought their
vehicle in Exchange by Vehicle.24% of the respondents have Royal Enfield UCE and 15% of the
respondents have Royal Enfield Electra and 30% of the respondents have Royal Enfield
Thunderbird and 19% of the respondents Royal Enfield Classic 350 and 12% of the respondents
have Royal Enfield Classic 500. 57% of the respondents opined that the price of Royal Enfield is
good.

SUGGESTIONS

Marketing Communication should focus on satisfying the needs for Respect, Power and
Comfort. A non-flamboyant well-built brand ambassador may be chosen to represent the Brand.

The respondents found difficulty in Royal Enfield when they go for short travel. The
respondents not have good impression about mileage and resale value of the vehicle. Hence the
company may consider to improving its technical aspects.

All the respondents have bought their vehicle by ready cash only because of the interest
rate they have to pay for. Therefore the company may arrange some low interest installment scheme.

Mostly young age people alone have interest in Royal Enfield and others don’t have
interest in this vehicle because of its weight. Hence the company may try to reduce the weight of this
vehicle.

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CONCLUSION

This study reveals the royal Enfield customers preferences and their satisfaction level towards
various aspects. The customer preference on Royal Enfield motorcycle revealed that in order to capture
the market, the manufacturers have to give the best combination of looks, quality, cost efficiency good
features, safety, luxury and performance. The findings of this study would help the company and as
well as the dealers to understand their customers and improve their satisfaction level in future.

References

Analysis for Marketing Planning, Donald Lehmann and Russell S Winner, 6th Edition, Tata McGraw
Hill, 2005

Basic Marketing A global Managerial Approach, 15th Edition, William D Perreault Jr, E Jerome
McCarthy, Tata McGraw Hill, New Delhi, 2006
http://en.wikipedia.org/wiki/List_of_Royal_Enfield_motorcycles

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