a study on customer perception towards royal enfield

Asia Pacific Journal of Research Vol: I Issue XVI, August 2014

ISSN: 2320-5504, E-ISSN-2347-4793

154

A STUDY ON CUSTOMER PERCEPTION TOWARDS ROYAL ENFIELD WITH SPECIAL

REFERENCE TO MALAPPURAM DISTRICT

Mr.FAISAL.T, Research Scholar (M-Phil)

Thottiyil [H], Kuzhippuram, Iringalloor [post], Vengara [via], Malappuram [dist],

Kerala. 676304[pin]

INTRODUCTION

It is being hard to please the present day customers. The market conscious society turned smarter and

more priced conscious and in turn more demanding and less forgiving. They checkout the competitors

with similar or at times even better offers. So the challenge is not to produce for customers, any firm could

do it. The real challenge is to produce delighted customers and more importantly loyal customers.

Customers are the king and without satisfying their needs none can exist in the corporate

competitive world. Customer perception is a marketing concept that encompasses a customer‟s

impression, awareness and/or consciousness about a company on its offerings. Customer perception is

typically affected by advertising, reviews, public relation, social media, personal experience and other

channels.

By way of analyzing customer perception we can clearly understood how much a firm treats its

customers, what is the quality of their products, is it capable to serve the dynamic needs of customers,

what will be their future in what way they need to making changes etc…

The Study report deals with the analysis of customer perception conducted among customers of

Royal Enfield who purchased different brands Royal Enfield.

REVIEW OF LITERATURE

A Study named “CUSTOMER PERCEPTION WITH MOTOR CYCLE” Conducted by Dr: L. Vijay,

Professor in SA Eng. College Chennai and B. Jayachitra associate professor Vel Sreenivasa college

Chennai. And published in International Journal of Marketing and Human Resource Management

(IJMHRM). It is a comparative study between customers of Hero Honda, Bajaj and TVS to know


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customer perception and the reason to a customer opt for a particular brand. The study suggests that it is

better to introduce eco- friendly bikes and to reduce cost in case of Hero Honda. Better to Introduce

bikes for women and improve mileage incase of Bajaj. And it is better to take necessary step to improve

brand image in case of TVS.

A STUDY ON CONSUMER PERCEPTION AND EXPECTATIONS FOR TATA NANO” Conducted by

Dr.Garima Malik Asst.Prof in Amity Business School- Noida. Main objectives of the study are, to know

general perception and awareness about NANO, factors influencing purchasing decision and customer

expectations from NANO, etc... The study reveals that long waiting period, bad word of mouth and reports

in the market like “Auto-rickshaw”, etc...Have negative impact on the products demand. Customers are

satisfied in price and fuel efficiency, effective sales promotion activities with the theme of „Young-car‟

and steps to solve complaints from customers are necessary to improve customers‟ satisfaction.

OBJECTIVES OF THE STUDY

To evaluate the attitude of young generation towards Royal Enfield.

To identify the factors influencing in selection of Royal Enfield.

To analyze the problem of Royal Enfield while compared to other Bikes.

To know the influence and impact of competitors.

To study whether there is any change in perception of new generation towards Royal Enfield.

To understand the reasons for change in perception, if any.

To analyze the level of preference for new and old model of Royal Enfield.

SCOPE OF THE STUDY

This study will helps to evaluate the present position of Royal Enfield among the existing

customers. The study helps to identify the important reason why youngsters do likes Royal Enfield, which

is the most important feature of Royal Enfield, in which way customers need modification on existing

models, how is the level of customer acceptance in the areas of product and services. And also is there any

kind of dissatisfaction in mind of existing customers and the reason for their dissatisfaction, etc…

Simply the study makes a chance to the firm to delight their customers, ultimately for the existence

and earnings in present corporate competition by way of adjusting their products according to the

customer needs, if necessary and also to know the strength, weakness, opportunity and threat of the

product or the firm.

RESEARCH METHODOLOGY

Research is done for collecting the information that helps to solve certain problems effectively. It

is a frame work with a specific logic from the researcher to find out a reasonable solution for a problem.

Research is a step by step activity which needs to be accurate and reliable. It is completed when the

researcher gets proper solutions for his task. It aims at definite solutions within a particular period. It

covers some challenging task such as how, when, where, who and why?

Research methodology is way to solve the research problem systematically. It deals with the

objective of research study, the method defining research problem, the type of hypothesis formulated, the


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type of data collected, method used for data collection and analysis etc… the methodology includes

collection primary and secondary data.

RESEARCH DESIGN

A research design is basis frame work, which provides guidelines for the rest of research process.

It is the map or blueprint according to which, the research is to be conducted. The research design

specifies the method of study. Research design is prepared after formulating the research problem and

need to be most suitable to solve the problem.

POPULATION

Here the researcher selected 250 customers who purchased different brands of Royal Enfield.

SAMPLE SIZE

It refers to the number of items to be selected from the universe to constitute a sample. An

optimum sample is one, which fulfills the requirement of efficiency, representative, reliability and

flexibility. So the researcher selected 100 respondents as sample from the population.

SAMPLING METHOD

Sampling technique used in the study is convenient sampling which comes under the purposive

sampling which is also called non- random sampling.

DATA COLLECTION

The collection of data is the primary step in statistical investigation. Collection of data is process

of enumeration together with the proper recording of results. The success of an enquiry depends upon

proper data collection. The methodology of this study involved collection of the primary data and the

secondary data.

SOURCE OF DATA

Data are the raw materials in which the research works. The task of data collection begins after

research problem has been defined and research design chalked out. The data collection is classified as

Primary data and Secondary data.

A)PRIMARY DATA

Primary data are collected directly by way of using questionnaires as well as by meeting the

company managers, service head, store keeper and also few sales executives of different agencies.

So it will be reliable and accurate and can easily by respondent

B)SECONDARY DATA

These are data already collected and recorded. Here secondary data were collected from the

company‟s office records like customer register and delivery book, newspapers, official website of

Royal Enfield, other web sites, library books and also from previous project reports in related

areas.


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STATISTICAL TOOLS USED

PERCENTAGE ANALYSIS

This is the simplest way to analysis different types of data in this method percentage rate of

each data was found that and with respect to total and with the help of the percentage (%) rate the

analyzing the data was carried out.

Pie Diagram.

Doughnut

Bar Diagram

CHI-SQUARE TEST

Chi square test is the important type of non parametric tests. Non parametric tests are used

when assumptions required by the parametric counterpart tests are not met are questionable. All

test involving ranked data are non parametric. In non parametric tests no assumptions are made

about the parameters of population from which we draw our samples are made. These tests are

distribution free.

It explains the magnitude of difference between observed frequencies and the theoretical

or expected frequencies under certain assumptions. With the help of chi square test we are able to

find out whether such differences are significant or insignificant and could have arisen due to

sampling fluctuations.

ANALYSIS OF DATA

TABLE AND FIGURE SHOWING THE RESPONDENTS’ KNOWLEDGE ABOUT THE ROYAL

ENFIELD

TABLE-1

SL NO OPTIONS NO.OF RESPONDENTS PERCENTAGE

1 YES 100 100%

2 NO 0 0%

TOTAL 100 100%

Source : Primary Data FIGURE-1

INTERPRETATION: The above table indicates that the whole respondents under the study had already

heard about the Royal Enfield.

YESNO

0%

20%

40%

60%

80%

100%

PERCEN…


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TABLE AND FIGURE SHOWING RESPONDENTS’ SOURCE OF INFORMATION ABOUT

ROYAL ENFIELD

TABLE-2

SL NO OPTIONS NO OF

RESPONDENTS

PERCENTAGE

1 ADVERTISEMENTS 2 2%

2 FRIENDS & RELATIVES 76 76%

3 DEALERS 8 8%

4 BY SEEING ON ROAD 14 14%

TOTAL 100 100%

Source : Primary Data

FIGURE-2

INTERPRETATION: From the above table and figures it is clear that 76% of customers had heard about

Royal Enfield from their friends and relatives, 14% by seeing on road, 8% from dealers and rest of 2%

from advertisement.

ADVERTISEMENTS2%

FRIENDS & RELATIVES

76%

DEALERS8%

BY SEEING ON ROAD14%


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TABLE AND FIGURE SHOWING THE MODEL OF ROYAL ENFIELD WHICH ARE USED BY

RESPONDENTS

TABLE-3

SL NO MODEL NO.OF

RESPONDENTS PERCENTAGE

1 BULLET STANDARD 60 60%

2 ELECTRA 18 18%

3 CLASSIC 350 CC 8 8%

4 CLASSIC 500 CC 4 4%

5 DESERT STORM 0 0%

6 CHROME 0 0%

7 TBTS 350 CC 6 6%

8 TBTS 500 CC 4 4%

TOTAL 100 100%


FIGURE-3

INTERPRETATION:

It is clear that 70% of respondents are using Bullet Standard, 18% are using Electra, 8% are using

Classic 350 CC, 4% are using Classic 500 CC, 6% are using TBT 350 CC, 4% are using TBT 500 CC and

no respondents under study are using the models like Chrome and Desert Storm.

60%18%

8%

4%0%6%

4%

BULLET STANDARD ELECTRA CLASSIC 350 CC

CLASSIC 500 CC DESERT STORM CHROME

TBTS 350 CC TBTS 500 CC


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TABLE AND FIGURE SHOWING THE MOST REQUIRED FEATURE FOR RESPONDENTS

WHILE PURCHASE A BIKE

TABLE-4

SL NO REQUIRED

FEATURE

NO OF


1 COST 2 2%

2 STYLE & POWER 70 70%

3 FUEL EFFICENCY 19 19%

4 RESALE VALUE 9 9%

TOTAL 100 100%


FIGURE-4

INTERPRETATION:

It is clear from the study that 70% of respondents provide importance to style & power, 19%

provide importance to fuel efficiency, 9% provide importance to re sale value and only 2% of respondents

provide importance to cost.

2%

70%

19%

9%

COST STYLE FUEL EFFICENCY RESALE VALUE


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TABLE AND FIGURE SHOWING THE RESPONDENTS’ ORDER OF PURCHASING

PREFERENCE

TABLE -5

SL

NO

OPTION

S

1ST

PLACE

2ND

PLACE

3RD

PLAC

E

4TH

PLACE

5TH

PLAC

E

6TH

PLAC

E

TOTA

L

1 ROYAL

ENFIELD 79% 0% 7% 0% 14% 0% 100%

2 HONDA 7% 50% 43% 0% 0% 0% 100%

3 YAMAH

A 0% 36% 29% 7% 7% 21% 100%

4 HERO 7% 7% 21% 43% 22% 0% 100%

5 BAJAJ 7% 7% 0% 36% 36% 14% 100%

6 TVS 0% 0% 0% 14% 21% 65% 100%

TOTAL 100% 100% 100% 100% 100% 100%


FIGRE-5

INTERPRETATION:

The above table and figure shows respondents order of selection from different companies.79% of

respondents provided 1st place to Royal Enfield and none opined 6

th place to Royal Enfield. None of the

respondents provides 1st place to Yamaha and TVS. Only 7% of respondents provided 1st place in case of

Honda, Hero and Bajaj. It is noted that a majority of 65% of respondents provides only 6th place to TVS.

0

10

20

30

40

50

60

70

80

ROYAL ENFIELD

HONDA YAMAHA HERO BAJAJ TVS

1ST PLACE 2ND PLACE 3RD PLACE


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TABLE AND FIGURE SHOWING THE RESPONDENTS’ OPINION ABOUT THE REDUCTION

IN USE OF ROYAL ENFIELD AMONG YOUNGSTERS

TABLE-6

SL NO OPINIONS NO OF


1 STRONGLY AGREE 0 0%

2 AGREE 29 29%

3 DISAGREE 57 57%

4 STRONGLY DISAGREE 14 4%

TOTAL 100 100%


FIGURE-6

INTERPRETATION:

The above table shows that none of respondents strongly agree, 29% are agree, a majority of 57%

are disagree and 14% are strongly disagree that there is a reduction in use of Royal Enfield among

youngsters

0

10

20

30

40

50

60

STRONGLY AGREE

AGREE DISAGREE STRONGLY DISAGREE

PERCENTAGE


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CHI-SQUARE

RELATIONSHIP BETWEEN FACTORS INFLUENCING THE BUYING DECISION AND MAIN

ATTRACTION OF ROYAL ENFIELD

AIM: This test is done to find out the significant relationship between the factors influencing the two-

wheeler buying decision the main attraction of Royal Enfield

Most required

Feature

Main

attraction

COST

FUEL

EFFICIENCY

STYLE

&

POWER

RESALE

VALUE

TOTAL

STYLE

1

4

55

4

64

FUEL

EFFICIENCY

0

0

0

0

0

RESALE

VALUE

1

1

3

2

7

EASINESS

OF USE

0

14

12

3

29

TOTAL

2

19

70

9

100

NULL HYPOTHESIS (HO)

There is no significant relationship between the factors influencing buying decision and the main

attraction of Royal Enfield.

ALTERNATIVE HYPOTHESIS (H1)

There is significant relationship between the factors influencing buying decision and the main attraction

of Royal Enfield.


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Chi-square calculation

O E O-E (O-E)2 (O-E)2/E

1 1.46 -.46 0.2116 0.1449

0 0 0 0 0

1 0.14 0.86 0.7396 5.2829

0 0.58 -.58 0.3364 0.58

4 12.16 -8.16 66.5856 5.4758

0 0 0 0 0

1 1.33 -.33 0.1089 0.0819

14 5.51 8.49 72.0801 13.0817

55 44.8 10.2 104.04 2.3223

0 0 0 0 0

3 4.9 -1.9 3.61 0.7367

12 20.3 -8.3 68.89 3.3936

4 5.76 -1.76 3.0976 0.5378

0 0 0 0 0

2 0.63 1.37 1.876 2.9778

3 2.61 0.39 0.1521 0.0583

100.18 34.6737

Level of significance of χ2 =0.05 choose to test

Formula is χ2=(O-E)2/E

O=Observed frequency

E=Expected frequency


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E=Row total*Column total/Grand total

Degree of freedom=(r-1)(c-1)=(4-1)(4-1)

=3*3

=9

Table value of Chi-square at 5% level of significance at 9 degree of freedom(Chi square value)=16.919

Computed value=34.6737

INFERENCES

Since the calculated value is greater than the table value, we accept the alternative hypothesis

(H1) that there is no significant relationship between the factors influencing buying decision(required

feature) and the main attraction of Royal Enfield.

FINDINGS

It is clear from the study that a majority having 76% of respondents had heard about Royal

Enfield from their friends and relatives.

Advertisement is rare in case of Royal Enfield.

Majority of Royal Enfield customers are giving importance to style and power. Style and

power is the main attraction of Royal Enfield.

Whole customers are satisfied in the resale value of Royal Enfield. It also shows that the

second hand market for Royal Enfield is satisfactory.

CONCLUSION

By the Study entitled “A STUDY ON CUSTOMER PERCEPTION TOWARDS ROYAL ENFIELD WITH

SPECIAL REFERENCE TO MALAPPURAM DISTRICT” was undertaken with the objective of finding

out customer‟s perception level on Royal Enfield bikes. Here adopted suitable methodology for data

collection and analysis. It is clear from the study that the most customers of Royal Enfield are highly

satisfied in almost all areas offered by Royal Enfield. And most majorities among the satisfied customers

are delighted customers. This study reveals that by way of reducing the lead-time, improving fuel

efficiency, service and advertisement and by introducing new models capable to compete with the

fresher‟s in the market, Royal Enfield can easily make the whole customers into highly delighted

customers.


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REFERENCES

TEXT BOOKS

MARKETING MANAGEMENT. -Kotler Philip

Pearsons Education-Singapore. Pvt.Ltd. (12th

edition-2006).

-Rajan Saxena

Tata Mc Graw, Hill publishing Co. New Delhi (2nd

edition-2002).

-Sonatakki.C.N

Kalyani Publishers, New Delhi-2001.

SERVICE MARKETING.

-S.M.Jha

Himalaya Publishing House, Mumbai (2009).

MARKETING AND BRANDING; THE INDIAN SCENARIO.

-Ramesh Kumr.S

Pearsons Education-Singapore. Pvt.Ltd (2007).

RESEARCH METHODOLOGY

-C.R.Kothari

New Age publication-New Delhi (2nd

Edition-2005)

WEBSITES

Google

Official website or Royal Enfield.

Investopedia.

Wikipedia.

a study on customer perception towards royal enfield

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