To study Customer Satisfaction towards Royal

Enfield bikes”

DISSERTATION SUBMITTED TO THE

D.Y. PATIL UNIVERSITY SCHOOL OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE DEGREE OF

BACHELORS OF BUSINESS ADMINISTRATION

Submitted by:
ASHWIN SHIVANKAR
BBA016209

Research Guide;
Dr. Ashish Chavan
D.Y. Patil University
School of Management
CBD Belapur, Navi Mumbai.
March 2018

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“To study Customer Satisfaction towards Royal Enfield
bikes”

DISSERTATION SUBMITTED TO THE

D.Y. PATIL UNIVERSITY SCHOOL OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE DEGREE OF

BACHELORS OF BUSINESS ADMINISTRATION

Submitted by:
ASHWIN SHIVANKAR
BBA016209

Research Guide;
Dr. Ashish Chavan
D.Y. Patil University
School of Management
CBD Belapur, Navi Mumbai.
March 2018

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 DECLARATION

I hereby declare that the dissertation “To study on Customer Satisfaction towards
Royal Enfield bikes” submitted for the Full time BBA Degree at Dr. D.Y. Patil
University
School of Management is my original work and the dissertation has not formed the
basis for the award of
Any degree, associate ship, fellowship or any other similar titles.

I hereby declare that this report is purely my personal work in every form
I hereby also declare that I have checked the data through the TurnItIn plagiarism
software and it has found to be pure and true. I am solely responsible for any
plagiarism that is found in this report.

PLACE: Mumbai
DATE:
SIGNATURE OF THE STUDENT:

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 CERTIFICATE

This is to certify that the dissertation entitled “To study on Customer Satisfaction
towards Royal Enfield bikes” the bonafide research work carried out by Mr. Ashwin
Shivankar, student of Full time BBA, at D.Y. Patil University’s School of
Management during the year 2016-2019, in partial fulfilment of the requirements for
the award of the Degree of Bachelors in Business Management and that the
dissertation has not formed the basis for the award previously of any degree, diploma,
associate ship, fellowship or any other similar title.

Dr. Ashish Chavan Dr. R. Gopal

Assistant Professor Director & HOD
D.Y.Patil University D.Y.Patil University
School of Management School of Management

Place: Mumbai
Date:

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 Acknowledgment

I express my sincere thanks to my project guide, Dr. Ashish Chavan, Assistant

professor, BBA Department, D.Y.Patil School of Management for guiding me right
from the inception till the successful completion of the project. I sincerely
acknowledge him for extending their valuable guidance, support for literature,
critical reviews of project and the report and above all the moral support he had
provided to me with all stages of this project.
I would also like to thank the supporting staff BBA Department, D.Y.Patil School of
Management for their help and cooperation throughout our project.

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 CONTENTS PAGE NO
SR. NO.

EXECUTIVE SUMMARY

1. INTRODUCTION 1-4

2. LITERATURE REVIEW 5-9

3. OBJECTIVES 10-11

4. RESEARCH METHODOLOGY 12-14

5. DATA ANALYSIS AND INTERPRETATION 15-27

6. OPERATIONAL DEFINATION OF TERM AND 28-42

CONCEPT
7. DATA FINDING 43-45

8. SUGGESTION 46-48

9. BIBLIOGRAPHY 49-50

10. WEBLIOGRAPHY 51-52

11. ANNEXURES 53-56

12. PLAGIARISM REPORT 57

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 INDEX OF THE TABLES
TABLE TABLE NAMES PAGE NO
NO
1. Table showing the profile of the respondents based 16
on age

2. Table showing the profile of the respondents based 17

on gender
3. Table showing the occupation of respondents 18

4. Table showing the annual income group of 19

respondents

5. Table showing the model of the Royal Enfield the 20

respondents presently own

6. Table showing the source of awareness for customers 21

while buying their Royal Enfield bike
7. Table showing the satisfaction with the bike mileage 22

8. Table showing the availability of spare parts in the 23

market

9. Table showing the major problems after purchasing 24

Royal Enfield bike
10. Table showing the rating by the respondents for their 25
satisfaction level with respect to power and pick up

11. Table showing the rating by the respondents for their 26

satisfaction level with respect to comfort and safety

12. Table showing the rating by the respondents for their 27

satisfaction level with respect to after sales service

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 INDEX OF THE PIE CHART
GRAPH NAMES PAGE NO
NO
1. Pie showing the profile of the respondents based on 16
age

2. Pie showing the profile of the respondents based on 17

gender

3. Pie showing the occupation of respondents 18

4. Pie showing the annual income group of respondents 19

5. Pie showing the model of the Royal Enfield the 20

respondents presently own

6. Pie showing the source of awareness for customers 21

while buying their Royal Enfield bike

7. Pie showing the satisfaction with the bike mileage 22

8. Pie showing the availability of spare parts in the 23

market

9. Pie showing the major problems after purchasing 24

Royal Enfield bike

10. Pie showing the rating by the respondents for their 25

satisfaction level with respect to power and pick up

11. Pie showing the rating by the respondents for their 26

satisfaction level with respect to comfort and safety

12. Pie showing the rating by the respondents for their 27

satisfaction level with respect to after sales service

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 EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY:-
Mid 19thcentury 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 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.
INDUSTRY Motorcycles, Lawnmowers
SUCCESSOR Royal Enfield Motors (formerly Enfield of India)
FOUNDED 1893, as Enfield Manufacturing Co. Ltd.
DEFUNCT 1971
HEADQUARTERS Redditch, Worcestershire, England
KEY PEOPLE Founders Albert Edie and Robert Walker Smith
PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor.
Royal Enfield is the makers of the famous Bullet brand in India. Established in 1955,
Royal Enfield (India) is among the oldest bike companies. 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.
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.
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 favourite 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

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the European Community norms. Today, Royal Enfield is considered the oldest
motorcycle model in the world still in production and Bullet is the longest production
run model.

To manufacture quality bikes that are well known worldwide for their reliability and
toughness state-of-the-art infrastructure is required, and that is just what Royal Enfield
has done at their Chennai manufacturing facility. An active in-house Research &
Development wing is constantly at work to meet changing customer preferences and
the challenges of Indian and International environment standards. When introducing a
new product, this team
Undertakes all related planning which includes a rigorous customer contact program,
design, concurrent engineering and testing processes. The Motorcycle Design team at
Royal Enfield is well equipped with high-end CAD/CAM workstations and the latest
modelling software. Top-notch designers work continuously to come up with
innovative bikes designs to meet the market’s expectations. Continuous rigorous
testing of motorcycles and components is carried out in the Product Development
testing lab to come up with more improvements in enhancing the customer experience.
The report comprise of History & Origins of the retailer & its evolutionary phases over
the time of its existence, global rankings, market share of the retailer in its category
over the last decade at least, dominant formats of the retailer, no. of outlets, country of
origin, dominant format of retailer, brief description of the founder & management.

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