PROJECT REPORT

ON

A STUDY ON CUSTOMER PERCEPTION TOWARDS ROYAL

ENFIELD WITH SPECIAL REFERENCE TO MALAPPURAM
DISTRICT

SUBMITTED
SUBMITTED TO TO SUBMITTED BY
Dr. A.K Shrivastava YASHVEER SINGH-59
SHUBAM MAGOO-48
VIKASH VISHWAKARMA-57
ISHU VATS -27
SHASHIKANT KUMAR-44
Table of Contents
ACKNOWLEDGMENT ................................................................................................................................................. 3
INTRODUCTION ....................................................................................................................................................... 4
ABOUT RESEARCH .................................................................................................................................................. 5
LITERATURE REVIEW ........................................................................................................................................... 6
RESEARCH METHODOLOGY ............................................................................................................................... 8
SYNOPSIS OF THE RESEARCH ............................................................................................................................ 9
RESEARCH DESIGN............................................................................................................................................... 13
IDENTIFY THE PROBLEM ................................................................................................................................... 14
FINDINGS ................................................................................................................................................................. 17
CONCLUSION .......................................................................................................................................................... 18
REFERENCES .............................................................................................................................................................. 19
QUESTIONNAIRE ................................................................................................................................................... 20
 ACKNOWLEDGMENT

We want to express our sincere feelings of gratitude to my Dr.Ak.Shrivastava for

giving us this opportunity and also motivating us for completion of this report.
His guidance has helped us learn the important aspects and complete this report
successfully.

We would also like to thank our colleagues for helping us through this report and
supporting us.

Our sincere thanks to all our team mates for supporting to us complete this report.
Lastly, we would like to thank each and every person who helped us in
completing the report.
 INTRODUCTION
Business look into fills various needs. Business people utilize research to settle on choices about regardless
of whether to enter a specific business or to refine a business thought. Set up organizations utilize research to
decide if they can prevail in another geographic locale, evaluate contenders or select a showcasing approach
for an item. Organizations can pick between an assortment of research techniques to accomplish these
finishes.

Problem Definition

Prior to the examination of business issues/issues starts, it's vital to make an issue definition and choice
articulation. Amid issue definition, you participate in characterizing and building up a choice articulation. A
choice articulation communicates the basic inquiry or inquiries the examination must answer. The issue
definition process includes different advances, for example, understanding the business issue and its key
components; recognizing the issues caused by the issue; composing the choice proclamation; deciding the
unit of investigation and research factors; and composing the examination inquiries or theories.

Research Proposal

A viable business explores proposition subtle elements what, where and how investigate is assembled. It is a
composed explanation clarifying the reason for the examination by delineating the business targets,
alongside the strategies and methodology that will be utilized amid each period of the venture. It regularly
incorporates an exploration cost investigation and the due dates of the task's necessities. Research
proposition are liable to amendments and must be affirmed by administration before examine initiates.

Primary Business Information

Amid business investigate, essential business data can be assembled. Such data, which can be exploratory or
particular, is accumulated by you or somebody you know. Exploratory data characterizes a particular issue
and is acquired through open-finished inquiry and-answer sessions led with little gatherings. At the point
when exploratory data distinguishes an issue, conceivable arrangements are acquired from particular
information. Particular data gathering is expensive and tedious, has an exact extension, and requires a formal
and organized way to deal with interviews. A case of essential research is the accommodation of regular
postal mail polls or online reviews; these as a rule incorporate an additional impetus, for example, a
markdown on the person's next buy.

Secondary Business Information

Auxiliary business data is acquired from outsiders, for example, government offices, media sources and
exchange affiliations. This sort of data is less demanding to get, requires less exertion and can be savvy, as
long as the wellspring of the data is solid. For instance, measurements from government organizations, for
example, the U.S. Statistics Bureau and the Small Business Administration, give an abundance of data you
can use to acquire answers to your business inquire about inquiries.
 ABOUT RESEARCH

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.
 LITERATURE REVIEW

1. A study named “CUSTOMER PERCEPTION TOWARD MOTORCYCLE” – Dr L. Vijay,

Professor in SA Eng. College Chennai and B. jay Chitra associate associate professor Vel Srinivasan
college Chennai (International Journal of Marketing and Human Resource Management

 Brand consideration to determine perception of the customer HERO HONDA, BAJAJ AND TVS.

CONCLUSION-

 Introduced bikes for woman exclusive and improve the mileage of BAJAJ
 Introduced Eco- Friendly Bikes which reduce the cost of HERO HONDA
 More focused on improving the brand image of TVS

2. A study named “CUSTOMER PERCEPTION AND EXPECTATION FOR TATA NANO” – Dr.
Garima Malik Asst.Prof in Amity Business School- Noida.

 Reason for conduction this research to know the PERCEPTION AND AWARNESS ABOUT TATA
NANO

CONCLUSION –

 Customer are waiting more than the expected deadline given by the company representative
 Bad word of mouth is another reason why people are not buy this product
 Customer highly dissatisfy the service delivered by the NANO
 OBJECTIVE OF THIS 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
 RESEARCH METHODOLOGY
Research Methodology refers to the overall approach and perspective to the research process as a whole and
is concerned with

1. We had collect this data as PRIMARY AND SECONDARY SOURCE because this data is already
collected by a research organization named as Asia Pacific Journal of Research

2. We collect this data understand the insights about the research and how the research is done on real
scenario

3. This data will tell us more on the perception of the customer before buying

However, in simple words the methodology used here is SCIENTIFIC METHOD because the data is
analysis and interpretation on empirical evidence such as

 IDENTIFY THE PROBLEM

 DIAGNOSIS AND ASSESSMENT
 SELECTING AND IMPLEMENTING A COURSE OF ACTION
 EVALUATION THE COURSE OF ACTION
 SYNOPSIS OF THE RESEARCH
Marketing applies everywhere when we say marketing it is incomplete the term marketing without customer
however Being a marketer we have to deliver the values to our perspective customer before delivering those
values we have to know their behavior and their perception toward our brands As we known that the
perception is just a learning that we had obtain somewhere in past

Likewise, to build our brand superior over other and to gain the competitive advantage we had to consider
the perception So this research is conducted to known the perception of our customer towards brands

Which ultimately helps our brand to be more effective and efficient in future. However which types of
research we are going through is explained in the below charts

RESEARCH

This research fall

under APPLIED
because it is
based on real
life problem

BASIC APPLIED

Research

DESCRIPTIVE
EXPLORATORY EXPLANATORY
 This research is fall under the
EXPLORATORY RESEARCH because its
objective is to find out the patterns i.e.
(POSITONING OF A BRAND IN THE MIND
OF CUSTOMER) The types of research methodology used in this research is

However no previous study is applied in discussed above but the unit of analysis and what sort of
this research study they are using are being discussed in this below chat

As we known that UNIT OF ANALYSIS is the important idea

in a research report. The unit of analysis is the major entity that you are analyzing in your study. (Trochim,
2006)

UNIT OF
ANALYSIS

GEOGRAPHIOCAL SOCIAL
INDIVIDUAL GROUP ARTIFACTS
UNITS INTERACTION

(Trochim, 2006)

Population size of the research is 250 but

the sample size is 100 out of 250. Again this
research is focused on perception of the
their customer on an average
There are two types of study using in the research being shown in below chart

1. CROSS SELECTIONAL

The defining feature of a cross-sectional study is that it can compare different population groups at a single
point in time.

we would simply measure the cholesterol levels of daily walkers and non-walkers along with any other
characteristics that might be of interest to us. We would not influence non-walkers to take up that activity or
advise daily walkers to modify their behavior. In short, we’d try not to interfere.

we might choose to measure cholesterol levels in daily walkers across two age groups, over 40 and under
40, and compare these to cholesterol levels among non-walkers in the same age groups. We might even
create subgroups for gender. However, we would not consider past or future cholesterol levels, for these
would fall outside the frame. We would look only at cholesterol levels at one point in time

However, cross-sectional studies may not provide definite information about cause-and-effect relationships.
This is because such studies offer a snapshot of a single moment in time (Institute for Work & Health,
Toronto, 2015)

2. LONGITUDINAL SELECTIONAL

Researchers are able to detect developments or changes in the characteristics of the target population at both
the group and the individual level. The key here is that longitudinal studies extend beyond a single moment
in time. As a result, they can establish sequences of events.

To return to our example, we might choose to look at the change in cholesterol levels among women over 40
who walk daily for a period of 20 years. The longitudinal study design would account for cholesterol levels
at the onset of a walking regime and as the walking behavior continued over time. Therefore, a longitudinal
study is more likely to suggest cause-and-effect relationships than a cross-sectional study by virtue of its
scope. (Institute for Work & Health, Toronto, 2015)
 STUDY

CROSS LONGITUDINAL
SELECTIONAL SELECTIONAL

This research falls under LONGITUDINAL

SELECTIONAL NOT ON CROSS
SELECTIONAL BECAUSE in this research we
are only considering the perception of the
customer towards royal Enfield bullets on
young generation
 RESEARCH DESIGN
RESEARCH DESIGN

A research design is basis framework, 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. The 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 a 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
IDENTIFY THE PROBLEM

Identification of problem is the important aspect before you are delivering your solution if your problem
definition is accurate then your hypothesis statement shows a better picture

APPLIED PROBLEM

As we already discussed that this research is

fall under that applied research so the
applied problem also on real life problems
such as

1. Customer turned to be more smarter

more price councious more demanding and
less forgiving
2. Study and analyse different perception of
the buyers of royal enfield
3. Is customer satisfied with our value
propostion
IDENTIFY THE PROBLEM

Identification of the problem is the important aspect before you are delivering your solution if your
problem definition is accurate then your hypothesis statement shows a better picture

b. What is the theoretical basis for the study or the theoretical question in 25 words or less? What
theories or constructs are used in the study?

Ans. THEORETICAL QUESTION

What are different factors influencing the decision-making process of a customer while
purchasing/buying a Royal Enfield?

Feasibility

Since the questionnaires were used to find out the exact problems and solutions which contains questions
that figure out the various dimensions of minds of the Royal Enfield customers and provides a theoretical
framework which best suits in drawing the conclusions of the research.

Briefly summarize or list in your own words what research methods were used. (Broadly, not details).

The research was carried out in various phases that constituted an approach of working from whole to part. It
included subsequent phases which tried to develop a thorough understanding of what a user looks for while
buying a bike. (QUANTITATIVE RESEARCH)

The first phase was completely internal where it stressed over the most effective route of action,
considering that Bullet users in Malappuram are more in number.

The second phase was with some of the seasoned bikers who have been using Bullets for some time now
and are generally known and respected amongst the Bullet community.

The third phase was with some respondents who were interviewed with the help of questionnaire keeping in
mind the time and cost factors.

Who might use the results of this study and for what?

A royal Enfield company in Malapuram district use the result of the study because they analyze the current
market situation in Malappuram what consumer think about the royal Enfield brand and their products

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

List the principal sections of the article

 INTRODUCTION
 REVIEW OF LITERATURE
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 RESEARCH METHODOLOGY
 RESEARCH DESIGN
 SOURCE OF DATA
 STATISTICAL TOOLS USED
 ANALYSIS OF DATA
 CHI-SQUARE
 INFERENCES
 FINDINGS


  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

“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.
 REFERENCES
Institute for Work & Health, Toronto. (2015, AUGUST 25). PUBLISHER. Retrieved from IWH:
https://www.iwh.on.ca/what-researchers-mean-by/cross-sectional-vs-longitudinal-studies

Trochim, W. M. (2006, 10 20). UNIT OF ANALYSIS. Retrieved from SOCIALRESEARCHMETHOD:

https://www.socialresearchmethods.net/kb/unitanal.php
 QUESTIONNAIRE

We, the student of Fortune Institute Of International Business, (FIIB), New Delhi, are conducting survey on
the topic To Study of Customers Perception towards Royal Enfield Bikes. We assure that the information
you provide will be used for academic purpose only. We request you to fill up the following questionnaire and
help us in collecting the information we need. We are greatly obliged and thankful to you for your kind
cooperation.

1) How did you come to know the name Royal

Enfield ?
a) Friends b) Advertising c) Relatives d) Others

2) What you feel while riding the Royal Enfield Bike?

a) Highly Satisfied b) Satisfied c) Average

d) Highly Dissatisfied e) Dissatisfied

3) While comparing with other bike the models of the Royal Enfield bikes is?

a) Good b) Need to improve c) Can’t Say

4) In what way Royal Enfield bike is suitable to you?

a) Engine capacity b) Millage c) Stylish

d) Comfortable e) Affordable
 5. Select the attributes of Royal Enfield bikes as per your
preference? (1= Most attractive, 2=attractive, 3=Neutral, 4=less
attractive)

a) Power d) More colors

b) Style e) Free accessories

c) Price reduction f) Fuel Efficiency

6) What is your opinion on the performance of Royal

Enfield bikes?

a) Excellent c) Satisfactroy

b) Good d) Poor

7)Rank the Company as per your Preference.

(Rank 1 higher to Rank 4 lower)

Companies 1 2 3 4

1. Bajaj

2. Royal Enfield

3. Honda
4. Yamaha

5. Suzuki

6. T.V.S

8) What Mileage is your bike giving?

a) 60 Km /Litr and above c) 40-50 km/Litr

b) 50-60 km/Litr d) Below 40Km/Ltr

9) How do you rate our delivery performance?

a) Poor c) Average e) Excellent

b) Fair d) Good

10) How often have you experienced break down of your BAJAJ bike?

a) Often c) Not at all

b) Rarely d) Very often

11) Do you like to recommend your friends or relatives to purchase Royal

Enfield

a) Very likely c) Unlikely

b) Somewhat likely d) Not at all

12) Is Royal Enfield is providing after sales services?

a) Yes b) No
Please mark your response to the following;

1. Name: Mr./Mrs./Ms.

2. Age: (in year)

a. Under 20 b. 21 – 40

c. 41 – 60 d. Above 60

3. Sex:

a. Male b. Female

4. Income (Monthly):

a. Below Rs. 25000 b. Rs. 25000 – Rs. 50000

c. Above 50000