Chapter 1

INTRODUCTION
Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a

products perception performance in relation to his or her expectation”. As the makes it clear,
satisfaction is a function of perceived performance and expectations. If the performance falls
short of the expectations of the customers, the customer is dissatisfied. If the performance
exceeds the expectations, the customer is highly satisfied or delighted. Many companies are
aiming for high satisfaction because customers who are just satisfied still find it easy to
switch, when a better offer comes along.
Customer satisfaction is a measure of how products and services supplied by a company meet
or surpass customer expectation. It is seen as a significant performance indicator within
business and part of the four prospective of the balanced scorecard. In a competitive
marketplace where businesses complete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy customer
satisfaction drives successful private sector business.
Especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the
two wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be
the favorite among the youth generation.
India is the second largest manufacturer and producer of two-wheelers in the world. It stands
next only to Japan and China in terms of the number of two-wheelers produced and domestic
sales respectively. This distinction was achieved due to variety of reasons like restrictive
policy followed by the Government of India towards the passenger car industry, rising
demand for personal transport, inefficiency in the public transportation system etc.
The year 2012 was important for the Indian motorcycling industry as it was the time when
KTM, in partnership with Bajaj Auto, introduced the biking aficionados to the true thrill of
200cc motorcycles at an unbeatable price with the launch of the Duke 200. Here was a
product that delivered performance that the 200cc segment of motorcycles had never seen at a
ridiculously affordable price tag.
INTRODUCTION ONAUTOMOBILE INDUSTRY
India is the second largest manufacturer and producer of two-wheelers in the world. It stands
next only to Japan and China in terms of the number of two-wheelers produced and domestic
sales respectively. This distinction was achieved due to variety of reasons like restrictive
policy followed by the Government of India towards the passenger car industry, rising
demand for personal transport, inefficiency in the public transportation system etc.
The Indian two-wheeler industry made a small beginning in the early 50s when Automobile
Products of India (API) started manufacturing scooters in the country. Until 1958, API and
Enfield were the sole producers.
In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers. Finally, in
1960, it set up a shop to manufacture them in technical collaboration with Piaggio of Italy.
The agreement expired in 1971.
In the initial stages, the scooter segment was dominated by API, it was later overtaken by
Bajaj Auto. Although various government and private enterprises entered the fray for
scooters, the only new player that has lasted till today is LML.
BRIEF ABOUT COMPANY

KTM AG (the former KTM Sport motorcycle AG) is an Austrian motorcycle and sports car
manufacturer owned by KTM Industries AG and Indian manufacturer Bajaj Auto. It was
formed in 1992 but traces its foundation to as early as 1934. Today, KTM AG is the parent
company of the KTM Group.
KTM is known for its off-road motorcycles (enduro, motocross and supermoto). Since the
late 1990s, it has expanded into street motorcycle production and developing sports cars –
namely the X-Bow. In 2015, KTM sold almost as many street as off-road bikes. Production
of the KTM X-Bow started in 2007.
Since 2012, KTM has been the largest motorcycle manufacturer in Europe for four
consecutive years Globally, the company is among the leading off-road motorcycle
manufacturers. In 2016, KTM sold 203,423 motor vehicles worldwide.
RESEARCH DESIGN
A research design is a master plan or model for the formal investigation. Once the formal
investigation is decided, the researcher must formulate the formal plan of investigation. A
research design is the specification of methods & procedure, for acquiring the information
needed for solving the problem. The formal investigation plan will concentrate on the
selection of sources of information and the selection of methods and procedures for gathering
the data. Data gathering forms are prepared. Questionnaires are tested, samples for
investigations are planned.
There are three basic types of research design:-
Descriptive Research Design
The descriptive study is typically concerned with determining frequency with which
something occurs or variable vary together this study is guided by an initial hypothesis.
Descriptive studies are those studies, which are concerned with describing the characteristics
of a particular individual, or of a group.
Descriptive research includes surveys and fact-finding enquiries of different kinds. The
major purpose of descriptive research is description of the state of affairs as it exists at
present. In social science and business research we quit use the term Ex post facto research
for descriptive research studies
Research Plan
Research Design : Descriptive Research
Data Source : Primary Data & Secondary data
Research Instrument : Questionnaire
METHODOLOGY OF THE STUDY
The nature of the project work has been descriptive as no hypothesis, is taken to be tested.
Though the conclusions drawn could be taken as the hypothesis and further tested by the
research work undertaken in the relevant field. The reason for choosing the descriptive
research design is the fact the project report has been primarily based upon the secondary
sources of data and whose authenticity could be assured of.
The reluctance of the company's personnel in parting with much of information led the
project report to be based substantially on the secondary source of data. The sources of data
used in data collection are the following:
For the purpose of Study on Customer Satisfaction towards Royal Enfield the survey has been
conducted by the collection of both primary and secondary data.
STATEMENT OF THE PROBLEM

Two wheelers play a vital role in human life. The best mode of transport for middle class
family is a two wheeler and is a need for everyone in the family. As people want to increase
their standard of living, the production and usage of two wheelers have also substantially
increased. The customer’s preference for two wheeler is based on his taste and priorities. In a
market oriented economy the consumer expect the right type and the right quality of goods at
the right time and at the right price.
This study is to find out the factors which influence the customers to buy the KTM bike and
also to find out the improvements that can be made in the KTM bike in order to attract the
customers.
The reason for customer satisfaction towards KTM bike was evaluated by getting feedback
from the customers and findings. Customer satisfaction provides an indication of how
successful the organization is providing products and services to the market place. The study
would help the company to improve the sales and services of KTM bikes.
SCOPE OF THE STUDY
In the current scenario, the automobile sector is the fastest growing sector in India.
Innovation and Adoption of latest feature have raised the competitiveness in the automobile
sector. The study is aimed at identifying the level of consumer perception towards two-
wheelers effect on consumers buying behavior. The outcome of the study makes clear that the
perception about the KTM motors holds in the place of mind of the customers which could be
useful for management to formulating the strategies in future sales growth plans of the two-
wheelers.
 This study highlights the preference of the customers towards the KTM bikes.
 The scope of the study was extended only to the respondents of erode.
 It does not cover all the consumer using KTM vehicles.
 The result of the study are use full to assess customers response and let us know what
exactly customers are looking for when they buy a two-wheeler.
OBJECTIVES OF THE STUDY

 To know the factors influencing the customer decisions to purchase KTM bikes.
 To study the satisfaction level of Customer Satisfaction towards KTM Bikes.
 To know about the company’s services after sales and service.
 To study the socio - economic characteristics of the respondents.
 To find out the problems faced by the respondents towards KTM bikes.
RESEARCH METHODOLOGY
DESCRIPTIVE RESEARCH DESIGN
Descriptive research design includes surveys and fact findings, enquires of different kinds.
The major purpose of Descriptive research is description of state of affairs, as it exists at
present. The main characteristic of this method is that the researcher has no control over the
variable he can only report what had happened or what is happening.
AREA OF THE STUDY

Coimbatore is selected for the location of the study.
SOURCE OF DATA
Primary data were collected through a well framed and structured questionnaire from the
number of respondents.
Secondary data were collected from various Journals, website and internet.
SAMPLE SIZE
The sample size consisting of 25 respondents to measure the customer’s satisfaction towards
KTM Bike in Chikkamagalru City.
TOOLS & TECHNIQUES
Percentage analysis, Ranking analysis, were used to analyze the data.
LIMITATION OF THE STUDY

Through every care was taken and all intervening factors considered still, the following
limitations were inevitable.
 This study is mainly based on the customer satisfaction, but the customer satisfaction
will always changing in nature.
 The study was conformed to two-wheeler consumers in Coimbatore only.
 The Study was limited to Chikkamagaluru area only and survey was done in 6 week
of limited time period.
 Only 25 Sample selected may not represent the whole population, as sample size
selected was very small in population due to time and cost constrains.
 Respondent might have felt hesitation in providing information related to their age,
income etc.

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Chapter 1

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INTRODUCTION

Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a

BRIEF ABOUT COMPANY

There are three basic types of research design:-

Descriptive Research Design

Research Design : Descriptive Research

Data Source : Primary Data & Secondary data

Research Instrument : Questionnaire

METHODOLOGY OF THE STUDY

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

AREA OF THE STUDY

LIMITATION OF THE STUDY

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