A STUDY ON BRAND LOYALTY ON ROYAL ENFIELD WITH

SPECIAL REFERNCE TO RIDERZ IKON SAIBABA COLONY

COIMBATORE
 LIST OF CONTENT

PAGE
SL.NO CHAPTER PARTICULARS NUMBER

1 Chapter 1 Introduction of the topic 2

2 Statement of problems 3

3 Objectives of the study 4

4 Scope of the study 5

5 Research methodology 6

6 Limitations of the study 9

7 Chapter 2 Review of literature 1

2

8 Chapter 3 Profiles of the study 1

8

9 Organization chart 3
1
1 Chapter 4 Data analysis
0 and 3
interpretation 3
11 Chapter 5 Findings,
Suggestions,
Conclusion 5
4
12 Bibliography
5
9
13 Annexure
61
 CHAPTER-1

INTRODUCTION
 INTRODUCTION

Marketing is crucial function in any business organization marketing is

defined as Marketing is “The set of human activities directed at
facilitating and consummating exchanges’’. Its increasingly important in
the modern globalized economy. Marketing is a action or business of
promoting and selling product or services including market research and
advertising. Brand loyalty I the preference a customer develops for a
particular brand or product. The importance of brand loyalty in
marketing pertains to the ability of a company to encourage and sustain
the loyalty of consumers to its brand of product trough effective
marketing

Brand loyalty is the ultimate goal of a company. Brand

loyalty is a consumer’s preference to buy a particular brand in a product
category. it occurs because consumers perceive that the brand offers the
right product features, image or level of quality at the right price. This
perception becomes the foundation for anew buying habit. Basically
consumers initially will make a trial purchase of the brand and after
satisfaction, tends to for habit and continue purchasing the same brand
because the product is safe and familiar.

The essence marketing is an exchange or transaction,

intended to satisfy human needs or wants ie marketing is a human
activity directed at satisfying needs and wants through an exchange
process. In marketing, brand and brand loyalty as an important role. In
marketing brand is symbol, a name that act as a means of
communication which brings about an identity of a given product. it is a
value, image also loyalty. Brand loyalty is the loyalty of a buyer towards
a particular brand. It is a consistent preference for one brand over all
others. In Coimbatote there are many companies producing bikes.
Coimbatore is essentially a scooter market.

This project emphasis on identifying the brand loyalty of

“Royal Enfield in’’ terms of demand and delivery of a product. The
study involves approaching the customer and obtaining their views
regarding Royal Enfield bikes through a questionnaire
 STATEMENT OF PROBLEMS

Now a days we can see the passion of youngsters

tremendously changing due to this change in passion. We can see the
level of sale two wheelers is increasing day by day. Now the level of
competition in two- wheeler market is more severe than ever. Each and
every organization trying all the possible ways to improve their sales
creating loyal customers is the solution overcomes this completion.
Because loyal customers will always speak about the qualities of his
favorite brand to his friends, colleagues, relative and also encourage
them to purchase that brand.

So creation of loyal customers is important every

constant the modern competitive world for their existence and growth.
In this project we try to conduct “A STUDY OF BRAND LOYALTY
OF ROYAL ENFIELD" know the roll of royal customers in the sales
of product. How Royal Enfield created these much loyal customers etc.
The study has much relevance in the era of corporate competence
because trying to find out brand loyalty to Royal Enfield with special
reference to RIDERZ IKON Coimbatore.
 OBJECTIVES OF THE STUDY

• To analyses the brand loyalty of Royal Enfield among customers.

• To find out the opinion regarding the product, price, place,

promotion and services of the company that affect the
brand loyalty

• To find out customers satisfaction with this product

• To find out customer commitment towards the brand

• To understand the factors that influences the buying

decision of customers
 RESEARCH METHEDOLOGY

Research is done for collecting in 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 is 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 objectives of research study,
the method defining research problem, the type of hypothesis
formulated, the 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 blue print
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 problems.

TYPES OF RESEARCH

Descriptive Research:

The study follows descriptive research method. Descriptive studies aims

at portraying accurately the characteristics of a particular group or
situation. Descriptive research is concerned with describing the
characteristics of a particular individual or a group.

POPULATION
The population of the researchers is the customers who purchased Royal
Enfield.

FROM RIDERZ IKON COIMBATORE.

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 50
respondents are 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 secondary data.
SOURCE OF DATA
Data are the raw materials in which the research works. The task of data
collection begins after research problems have been defined and
research design chalked out. The data collection is classified as Primary
and Secondary data.

 PRIMARY DATA

Primary data’s are collected under from questionnaire.

 SECONDARY DATA

Secondary data’s are collected from delivery book, newspapers,

official websites of Royal Enfield, other websites, library books
and also from previous project reports in related areas.

TOOLS OF DATA COLLECTION

Questionnaire is used for collecting data.

TOOLS FOR DATA ANALYSIS & INTERPRETATION

Percentage is used for analysis tables, charts diagrams are used for
presentation.

LIMITATIONS OF STUDY

● The time allowed for the study is only few days. It is not sufficient

to make an intensive study

● It is difficult to collect data from illiterate people

● Study is limited to coimbatore area only

● The sample size only 100 from the large population

● There are chances of bias in the data collected from the respondents.
 CHAPTERISATION SCHEME
CHAPTER 1: It deals with introduction of brand loyalty, scope of the study,
objectives of the study, research design, data, tools and limitations of
the study.

CHAPTER 2: It deals with the review of literature.

CHAPTER 3: It deals with the company profile.

 CHAPTER – 2

REVIEW OF LITREATURE
 BRAND LOYALTY REVIEW

Brand loyalty is important as it motivate the consumer

that their product has the required qualities and this becomes the base
for the future purchase behavior. The following studies were conducted
under this topic

Holt (2004, p.95) “Brand loyalty is the consumer’s

willingness to stay with a brand when competitors come knocking with
offerings that would be considered equally attractive had not the
consumer and brand shared a history. Most authors and researchers have
focused more on behavioral aspects of brand loyalty and less on
attitudinal aspect of Brand loyalty.

Dick & Basu (1994) described behavioral loyalty,

dependent proportional purchase and purchase sequence. Behavioral
loyalty does not provide a comprehensive picture of loyalty as its fails to
explain switching away of customer to a competitive brand (Allan &
Joel, 1996). The behavioral or attitudinal attributes of loyalty have been
further strengthened by Kabir Raj & Shanmughan (2011, p.286), who
pointed out that “Brand loyalty is the consumer’s conscious or
unconscious decision, expressed through intention or behavior to
repurchase a brand continually”.

Thiele & Bennett (2001), the consumers show different

attitude towards durable goods and consumption goods. In case of
durable product a customer does not buy the products as frequently as he
does so in case of consumption goods. Authors Son Ketal . (2010,p.131)
described brand loyalty as “A deeply held commitment to re-buy or re-
patronize a preferred product /service consistently in the future , causing
a repetitive same brand or same brand set purchasing, situational
influences and marketing efforts having the potential tocause switching
behavior.
It is important to study brand loyalty as brand loyalty plays an
important role in brand extensions as well as brand equity. Mokhtar,
et al. (2000, p.827) pointed out that brand loyalty plays an important
role in organization’s profitability and future growth, “Loyal customers
stick with their suppliers or service providers over the long run”. They
also express their also their loyalty by giving a greater share of their
wallets to their high-value brand or service providers and by generating
word- of-mouth referrals. All of these behavior will directly affect
profitability. It shows that researcher recognizes, brand loyalty being
dependent on both attitudinal and behavioral attributes of consumers and
both elements are equally important from brand loyalty perspective.

Oliver (1999) there is a social connection between the

customer and the brand. This social connection helps in development of
the loyalty and satisfaction of the customer towards the brand. Oliver
(1999) carried out a research indicating that satisfaction plays an
important role in brand loyalty; however other factors like quality,
customer’s interest in the brand and social connection between customer
and brand also important factor for brand loyalty development.

Keller (1998) the bottom line is that repeat buying is a

necessary, but not sufficient condition for being a brand loyal buyer in
an attitudinal sense. In other words, someone can repeat-buy but not be
brand loyal in a literal sense. Researchers define brand commitment
“clinch facer “of brand preference and brand loyalty as the “attitudinal
face”. Commitment though is a stronger expression of brand expression
of brand preference and brand loyalty. Someone may favorably
evaluate.
higher prices and are less price sensitive (e.g. Krishnamurthy and Raj (1991)
Reicheld andSasser (1990)). Brand loyalty also provides the fira brand and repeat by
the brand, but still not be truly committed to the brand (Keller, 1998) The success of
a firm depends largely on its capability to attract consumers towards its brands. In
particular, it is critical for the survival ofa company to retain its current customers
and to make them loyal to the brand Former Ford.

Vice President Basil Coughlan estimates that every percentage point if

loyalty is worth $100 million in profits to his firm (Serafin and Horton
(1994)), and major enterprises like Del Monte, Harley Davidson and
General Motors are spending large sums of money to induce brand
loyalty (Monzo (1994; Lefeon (1993))). Firms selling brands with a high
rate of loyal consumers have a competitive advantage over other firms.
Brand loyal consumers reduce the marketing cost of the firm as the cost
of attracting a new customer have being found to be about six times
higher than the costs of retaining an old one (Rosenberg and Czepiel
(1983)). Moreover, brand loyal consumers are willing to pay m with
trade leverage and valuable time to respond to competitive moves
(Aaker (1991)). In some, loyalty to the firm’s brands represents a
strategic asset which has been identified as major sources of brands
equity.

Given the importance of brand loyalty, it is not surprising

that it has received considerable attention in the marketing literature
since Copeland’s seminal work which was published over seventeen
years ago (Co- pelavid (1923)). Studying and managing brand loyalty,
however, should start with a clear definition of the construct involved
with the development of valid measures.
It is convenient to distinguish conceptual definitions,
which are abstract descriptions of the phenomenal being studied, and
operational
definitions which are measurement methods (See E.g. Jacob and
Chestnut (1978)); Peter (1981). Conceptual definitions are necessary to
assess the construct validity of the adopted measurement methods.
Without them, the correctness of specific brand loyalty measures cannot
be evaluated and meaningful and meaningless results cannot be
distinguished. Perhapsthe most elaborate conceptual definition of brand
loyalty was presented by Jacob and Chestnut (1978). We will use and
discuss this definition, because it covers most important aspects as brand
loyalty, and since it enjoys wide spread support in the marketing
literature, either in its original form or in slightly modified versions (e.g.
Assael (1992); Mowen (1993); Wilkie (1990).

According to this definition, brand loyalty is: The biased,

behavioral response, expressed overtime, by some dissection making
unit, with respect on or more alternative brands out of asset such brands
and function of psychological proceeds (Jacob and Chestnut 1978). This
definition identifies six requirements for brand loyalty. Below each of
them is discussed in somewhat more detail.

The six criteria identified in our discussion of the

conceptual definition can in a step be used to evaluate specific
operational measures. Rather than discussing all individual
operationalization measures in details, and since measures which
common characteristics have similar strengths and weaknesses, we
classify them into four groups. Based on the following two dimensions:

1. Attitudinal versus behavioral measures

2. Brand-oriented versus individual-oriented measures.

These dimensions are used since they appear frequently in

the marketing literature (e.g. Bicemer - (1993); Jacob and chestnut
(1978), are related to specific requirement of the conceptual definition
(which makes it easier to point out the advantages and drawbacks of a
group), and provide a workable distinction for marketing manager.

(Aaker,1991) pointed out that brand loyalty is a variable having

different level of strengths depending on a particular customer.
Switchers are the customers, who keep on changing brands due to low
switching costs. Habitual buyers are the people who have a habit to buy
the same brand repeatedly, but do not have an emotional attachment
with the product.
Satisfied customers are the people who are loyal to a brand because
it continuously satisfies their needs and wants (Aaker, 1991).
 REFERNCE

● Holt, D. (2004). How Brands Become Icons. The

Principles of Cultural Branding. Massachusetts: Harvard

Business School Press

● Dick, A. S. & Basu. K. (1994). Customer loyalty:

Toward an integrated conceptual framework. Journal of

the Academy of Marketing Science, 22, (2), 99–113

● Thiele, S., & Bennett, R. (2001). A brand for all

seasons. A discussion of brand loyalty approaches

and their applicability for different markets.
Journal of Product and Brand Management,10, (1),
25-37

● Oliver, R. (1999). Whence Consumer Loyalty.

Journal of Marketing, 63,33-34. Retrieved April

24, 2012, from Discovery database.

● Keller, K.L. (1998), Managing brands for the long run:

brand reinforcement and revitalization strategies.

California Management Review, 41, (3), pp. 102-24.

● Mokhtar, A. Amjad, D. & Husain, N. (2000).

Evaluating functional relationship between

image, customer satisfaction and customer
loyalty using general maximum entropy

● Aaker, D. (1991). Managing brand equity.

capitalizing on the value of a brand name. New

York
 CHAPTER – 3

PROFILE OF THE STUDY

❖ INDUSTRY PROFILE

❖ COMPANY PROFILE
 INDUSTRY PROFILE

AUTOMOBILE INDUSTRY

The automobile industry is one of the most important

industries in the business scenario which influence the world
economy largely. It provides jobs for millions of people and generate
billions of dollars in this world which to enhance and widen the
economy.

The automotive industry is the key driver of any growing

economy. A sound transportation system plays a pivotal role in a
country’s rapid economic and industrial development. Well-
developed Indian automotive industry is able to fulfill the catalytic
role by producing a wide variety of vehicles. The automobile
industry comprises of automobile and auto component sectors. It
includes passenger cars light, medium and heavy commercial
vehicles. Three wheelers, multi utility vehicles such as jeeps,
scooters, motorcycles and tractors, and auto components like engine
parts drive and transmission parts, suspension and breaking parts and
electrical, body and chassis parts.

THE BIRTH OF AUTOMOBILE

In the early 15th century the Portuguese arrived in China and
interaction of two cultures lead to variety of new technologies,
including the creation of a wheel that turned the generation. By
1660’s a full sized engine powered vehicles was created by the mid-
15thcentury the idea of self-propelled vehicle have been put into
action with the development of experimental vehicle powered by
means of springs, clock works and etc. Nicolas Joseph Cugnot of
France is considered to have invited first true automobile in 1769,
designed by Cugnot and constructed by M. Berzin, it is also the first
American who
obtained patent for self- propelled. Carriage which could attain speed
up to 6km/hr. The early steel powered vehicle where only the
practiced one on a perfectly flat surface as strong as iron. In 1771
again designed another stream driven engine which ran so fast that
rammed into a well, recording the world’s first accident.

INDIAN AUTOMOBILE INDUSTRY

India’s automotive industry is now worth $34 billion and expected to
$145 billion in another 10 years. The Indian automotive industry is
growing at very high rate with sales of more than one million
passenger vehicles per annum. The overall growth rate is 10 to 15
percent annually. India is the world’s the second largest
manufacturer of two wheelers, fifth largest manufacturers of
commercial vehicle as well as largest manufacturer of tractors. It is
the fourth largest passenger car market in Asia and home to the
largest motor cycle manufacturer. The major Indian automobile
manufacturers include Suzuki motors, Bajaj auto, and Hero Moto
corp, Yamaha, Honda, TVS, Mahindra and Mahindra.

The reason behind immense growth of Indian motor cycle industry

can be attributed to the availability of loans, affordable rate of
interest, smooth repayment facilities and deduction offered to the
customers by the retailers.
EVOLUTION OF TWO-WHEELER INDUSTRY IN
INDIA
motorcycles and mopeds. In India there are some MNC’s and
Indian company dealing in automobile sector. The main key players
who are dealing in this sector are Hero Honda, Bajaj, Yamaha,
Honda, and TVS. Hero Honda is the biggest player in this sector in
India as well as in the world and playing a very important roleinto
wheeler automobile sector. Hero Honda, Bajaj and TVS are
theIndian companies and Yamaha & Honda are international
automobile brand. Bajaj is the first Indian two wheeler automobile
company in the market since 1945 with the name M/s Bacardi
trading corporation private limited. In 1959 M/s Bacharj trading
corporation private limited change its name as Bajaj Auto Ltd. Bajaj
Auto obtains license from the Government of India to manufacture
two- and three- wheelers vehicles in 1959.Hero Honda Motors
Limited was established in 1984, as a joint venture between India's
Hero Group (world's largest bicycle manufacturers) and Japan's
Honda Motor Company And created the world's single largest two
wheeler company and also one of the most successful joint ventures
worldwide. During the 80s, Hero Honda became the first company
in India. Over 19 million Hero Honda two wheelers running on
Indian roads today. TVS Motors is the third largest company in the
two- wheeler industry with market share of 16%. Infect, it is the
only Indian company without a foreign collaboration in the two-
wheeler industry. When the company opted out of the collaboration
with Suzuki in 2002, many believed that TVS was headed towards
extinction. But the company proved the doomsayers wrong and
came out with a very successful
`TVS Victor'. TVS Motors Ltd. originally incorporated in 1982 to
manufacture two-wheelers in collaboration with Suzuki Motors of
Japan, TVS was one of the leaders in two-wheeler industry.

Yamaha Motor Corporation is the auto mobile company of

Japan (1953) which works in India since 1955 and providing latest
technology in India from last two decades. Yamaha Motor India was
incorporated in august 2001 as a 100% subsidiary of Yamaha Motor
Corporation, Japan Honda motors of Japan is nota new name in the
two wheeler scenario in the country, they were in a tie up with the
Fibroids owned Kinetic group. How ever in the late 90s they parted
ways after problems arose over issues like introduction of new
models, advertising expenditure, marketing strategies and other
related issues. In the

mid80 Honda motors of Japan joined hands with the largest bicycle
maker of India the Hero cycles to create Hero Honda which in a
couple of decades or so have gone on to become the single largest
motorcycle company in the world. Though Honda has come on its
own on the Indian market yet it will be providing technological
support to Hero Honda for the next ten years. Thus presenting a
unique situation in which the company will be in direct competition
with the company which it has been associated for nearly two
decades. Honda Motorcycles and Scooters India limited, a 100%
subsidiary of Honda motor company Japan eventually entered the
Indian market with Honda Unicorn in 2004
 Following are the motorcycle manufacturers in India

● Royal Enfield

● Bajaj Auto

● Hero

● Mahindra

● TVS Motors

● India Yamaha Motors

● Honda INDIA

● KTM Motor cycle

● Suzuki

● Jawa Moto

● KR Motors

● Yamaha Motor Taiwan

ROYAL ENFIELD IN INDIA

Royal Enfield is an Indian motorcycle manufacturing company with factories

in Chennai, India. Originally a British motorcycle company, Royal Enfield and
indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an
Indian automaker. The company makes the Royal Enfield Bullet, and other
single- cylinder motorcycles. Established in 1893, Royal Enfield is among the
oldest motorcycle companies. The Indian government looked for a suitable
motorcycle for its police and army, for patrolling the country's border. The
Royal Enfield Bullet was chosen as the most suitable bike for the job. The
Indian government ordered 800 350 cc model Bullets. In 1955, the Redditch
company partnered with Madras Motors in India to form 'Enfield India' to
assemble, under licence, the 350 cc Royal Enfield Bullet motorcycle in Madras
(now called Chennai).The tooling was sold to Enfield India so that they could
manufacture components. By 1962, all components were made in India.
The Indian Enfield uses the 1960 engine (with metric bearing
sizes), Royal Enfield still makes an essentially similar bike in 350
cc and 500 cc forms today, along with several different models for
different market segments

Royal Enfield was a brand of the Enfield Cycle Company, a British

manufacturing firm. It started in India for the Indian Army 350 cc
bikes were imported in kits from the UK and assembled in Chennai.
After a few years, the company started producing the 500 cc Bullet.

In 1990, Royal Enfield collaborated with the Eicher Group, an

automotive company in India, and merged with it in 1994. [10] Apart
from bikes, Eicher Group is involved in the production and sales of
tractors, commercial vehicles, and automotive gears. Although Royal
Enfield experienced difficulties in the 1990s, and ceased motorcycle
production at their Jaipur factory in 2002, by 2013 the company
opened a new primary factory in the Chennai suburb of Oragadam on
the strength of increased demand for its motorcycles. The original
factory at Tiruvottiyur became secondary, and continues to produce
engines and some motorcycle models. In 2014 Royal Enfield
appointed Pierre Terblanche as the head of new product design. In
January 2015, the company announced the appointment of Rudratej
‘Rudy’ Singh as President of Royal Enfield. Royal Enfield
announced its first takeover of another company in May, 2015 with
the purchase of a UK motorcycle design and manufacturing firm,
Harris Performance Products, that had previously developed the
chassis of the Royal Enfield Continental GT Cafe Racer. Royal
Enfield currently sells motorcycles in more than 50 countries. From
April to September, 2015, Royal Enfield's domestic sales were up 50
per cent over the previous year, despite a declining motorcycle
market in India.
List of models produced at the plant:

● Thunderbird 500

● Thunderbird 300

● Classic Desert Storm

● Classic Battle Green

● Classic 500

● Classic 350

● Bullet 500

● Bullet 350

● Bullet Electra

● Bullet Machismo

● Continental GT

● Continental GT 650

● Meteor 350

● Himalayan

● Interceptor 650.
COMPANY PROFILE
 COMPANY PROFILE
RIDERZ IKON is a professionally managed company headed by two
directors. The focus of our operation is customer satisfaction and all our
efforts are directed to achieve this aim. The staff is given sufficient training
and instructions in maintaining good customer relations and ensuring their
satisfaction. Our business is built on the solid ground of customer support and
patronage. We believe that the customer is the most visitor on our premises
and by dealing with us they are offering us a privilege to serve them as
Mahatma Gandhi, the beloved father of our Nation has said. Both the show
rooms of ABC Motors present standardized service and procedures. They help
improve the accessibility and outreach. We serve with a smile. Actually, the
success we have achieved hitherto is the result of the satisfaction of the
customers and we dedicate all our efforts to them.

SHOW ROOM DETAILS

Coimbatore showroom has a space capacity of around 5000 sq ft

and it is very spacious. It is located in saibaba colony, Near Suxus at
Coimbotre. As in the case of Tiur, the support and patronage the clients
gave us is encouraging enough to expand our business further. In return
we offer the superb customer service. Our service desk is always ready
to attend the calls and serve them without delay. We are always at a call
away from our customers.

Mission

 Be the first choice for the people for purchase of Royal

Enfield vehicles and its services.

 Be the market leader by providing best after sale and service practice.

 Reflects accuracy and efficiency dedicated to manpower through

our ultra-modern body workshop.
 We are aware of the environment and corporate
responsibilities towards it.
 Vision

To be the market leader, customize design and spot delivery.

Value

 Customer obsession.

 Fast, flexible and Taking care of our people.

Sales Executives
Graduates with diploma in marketing or BBA with marketing as
optional are eligible to apply for the post. Fresh graduates with attractive
personality, communication ability and skill in building interpersonal
relations also can apply. The job is result oriented and those who are
confident enough to build business need only apply. The post carries
salary and attractive incentives and other benefits applicable to the
industry.

Mechanics
The applicants should be diploma holders or certificate holders
with an experience of three years in the service of Two wheelers.

The candidates will be put on probation for 6 months during which they
are given training in the service of Royal Enfield Motor bikes. The
remuneration will be attractive.
We expect from the applicants is dedication to ensure the satisfaction of 4
our customers.

CAREERS
BARAK Motors invites enthusiastic and result oriented young
men to join our vibrant team of sales and service wings. We offer
attractive remuneration package to the right candidates. What we expect
from the applicants is dedication, service mindedness. We require staff
in the following sections.

ROYAL ENFIELD
Two wheeler segments is one of the most important components
of the automobile sector that has undergone significant changes due to
shift in policy environment. The wheeler industry has been existence in
the country since 1955. Bikes are the major segment of Indian
twowheeler industry, the other two being scooter and mopeds. India
companies are among the largest two wheeler manufacturers in the
world. ROYAL ENFIELD is one the Indian company that top of the list
of world companies manufacturing two wheelers. For 116 years now and
counting, Royal Enfield is the world’s oldest motorcycling company in
continuous production. With simple, resilient machines, rides in some of
the world’s most exciting terrain, purpose-built riding wear and well-
crafted leisurewear, Royal Enfield delivers a pure motorcycling
experience.Royal Enfield motorcycles were being sold in India ever

since 1949. In 1955, the Indian government started looking for a

suitable motorcycle for its police forces and the army for patrolling
duties on the country's border. The Bullet 350 was chosen as the most
suitable bike for the job. The Indian government ordered 800 of these
350 cc motorcycles, an enormous order for that time. Thus In 1955, the
Redditch Company partnered with Madras Motors in India to form what
was called 'Enfield India' to assemble these 350 cc Bullet motorcycle
under licence in erstwhile madras (Now called Chennai). As per their
agreement Madras Motors owned the majority (over 50%) of shares in
the company. In 1957 tooling equipment was also sold to Enfield India
so that they could manufacture components and start full-fledged
production. The Enfield Bullet dominated the Indian highways and with
each passing year its popularity kept rising. In 1990, Enfield India
entered into a strategic
alliance with the Eicher Group, and later merged with it in 1994. It was
during this merger that the name Enfield India changed to Royal Enfield.
The Eicher Group is one of India's leading automotive groups with
diversified interests in the manufacture of Tractors, Commercial
Vehicles, Automotive Gears, Exports, Garments, Management
Consultancy and Motorcycles. Since then, the Company has made
considerable investments in modernizing its manufacturing technology
and systems.

In 1996, when the Government decided to impose stringent

norms for emission Royal Enfield was the first motorcycle manufacturer
to comply, a tradition which has stuck on thus making emission norms
being one of the most important factors the company focuses on.

List of models:

 Thunderbird 500

 Thunderbird 300

 Classic Desert Storm

 Classic Battle Green

 Classic Chrome

 Classic 500

 Classic 350

 Bullet 500

 Bullet 350

 Bullet Electra
 Bullet Machismo

 Continental GT

 Interceptor

 Himalayan

 Meteor
 ORGANIZATIONAL CHART

MANAGI
NG
DIRECTOR

BRANCH
MANAGE
R

SALES SALES
EXICUTIVE1 ACCOUNTANT
EXICUTIVE2

S U SERVICE
P MANAGER
VE

SPARE FLOOR
INCHARGE MANAGER
 ITEMS NO. OF PERCENTAG
RESPONDENTS E

Bullet classic 1 36%

8
Bullet standard 1 20%
0
Interceptor 5 10%
Continental Gt 1 20%
0
thunderbird 7 14%
Tot 1 100
al 00
 CHAPTER - 4

DATA ANALYSIS AND INTERPRETATION

 TABLE NO: 1

TABLE REGARDING RESPONDENT’S GENDER

GENDER NO. OF PERCENTAGE

RESPONDENTS
Ma 9 90%
le 0
Female 10 10%
TOTAL 10
0

INTERPRETATION

The above table indicates that out of respondents.90% of the respondents are
male and 10% respondents are female .

FIGURE 1
 TABLE NO: 2

TABLE REGARDING RESPONDENT’S AGE

AGE NO. OF PERCENTAGE

RESPONDEN
TS
19-25 80 80
%
25-35 12 12%
35-45 5 5%
ABOVE 3 3%
45
TOTAL 100 100

INTERPRETATION

From the above table it is inferred that 80% of responded are 19- 25 aged,
12% of Responded is between the 25 – 35 aged is 5% responded are
between 35-45 aged and 3% is above 45.

FIGURE 2
 TABLE NO: 3

TABLE REGARDING RESPONDENT’SOCCUPATION

OCCUPPATION NO. OF PERCENTAGE

RESPONDEN
TS
Studen 78 78
t %
Busine 15 15%
ss
Professional 0 0%
Others 8 8%
TOTA 100 100
L

INTERPRETATION
From the above table it is inferred that many of responded are student and 78% is
profession, 15% of responded are from business,8% responded are from others.
FIGURE 3

.
 TABLE NO: 4

TABLE SHOWS SOURCE OF AWARNESS

RESPONSE NO. OF PERCENTAG

RESPONDENT E
S
Television 15 15%
Dailies 19 19%
Mouth 15 15%
publicity
Online 48 48%
Others 3 3%
Total 100 100

INTERPRETATION

From the above it is inferred that 15% of people aware through

television, 19% of people through dailies, 15% people through
mouth publicity, and 48% of people through online and 3% people
from others.

FIGURE 4
 TABLE NO: 5

TABLE SHOW FACTORS INFLUENCED TO PREFER THE BRAND

ITEMS NO. OF PERCENTAG

RESPONDEN E
TS
Quality 79 79%
Price 6 6%
Fuel 2 2%
efficiency
Appearance 11 11%
Others 2 2%
Total 100 100

INTERPRETATION

From the above it is inferred that 79% of people responded to quality, 6% people
responded to price, 2% people to fuel efficiency, and 11% of
people responded to appearance and 2% responded to other things.

FIGURE 5
 TABLE NO: 6

TABLE SHOWS PREFERENCE OF BRAND

BRANDS NO. OF PERCENTAGE

RESPONDEN
TS
Yes 8 86%
6
No 14 14%
Total 100 100

INTERPRETATION

From the above table it is inferred most respondents are preferred

Royal Enfield.

FIGURE 6
 TABLE NO: 7

TABLE REGARDING RATE OF BRAND WITH OTHER

MANUFACTURES

RATE NO. OF PERCENTAG

RESPONDEN E
TS
Excelle 60 60%
nt
Good 20 20%
Averag 18 18%
e
Poor 2 2%
Total 100 100

INTERPRETATION

From the above table it is inferred that 60% of people responded to

Excellent, 20% of people responded to good, 18% people to average
and 2% to poor.

FIGURE 7
 TABLE NO: 8

TABLE SHOWS OPINION REGARDING LEVEL OF

SATISFACTION

SATISFACTION NO. OF PERCENTAG

LEVEL RESPONDENTS E
Highly 4 43%
satisfied 3
Satisfied 2 27%
7
Neutral 19 19%
Dissatisfied 6 6%
Highly 5 5%
dissatisfied
Total 10 100
0

INTERPRETATION

From the above table it inferred that 32% of people responded to highly satisfied,
43.7% of people responded to satisfied, 15.5% people to neutral and 4.8% of people
responded to dissatisfied, 3.8% respondents are highly unsatisfied.

FIGURE 8
 TABLE NO: 9

TABLE SHOWING RESPONDENT’S OPINION ABOUT

QUALITY

OPINION NO. OF PERCENTAG

RESPODENTS E
Satisfied 22 22%
Highly satisfied 68 68%
Neutral 8 8%
Dissatisfied 2 2%
Highly dissatisfied 0 0%
Total 100 100

INTERPRETATION

From the above table it is inferred that 22% of people responded to satisfied, 68% of
people responded to highly satisfied, 8% of people responded to neutral, 2% of
people responded to dissatisfied, no one responded to highly dissatisfied.

FIGURE 9
 TABLE NO: 10

TABLE REGARDING FACTORS INFLUENCED IN

BUYING DECISION

FACTORS NO. OF PERCENTAG

RESPONDEN E
TS
Influencers 6 6%
Personnel 5 57%
interest 7
Advertisement 4 4%
Past experience 33 33%
Total 100 100

INTERPRETATION

From the above table it is inferred that33.7 % of people responded the

influencers, 43.3% of people responded to Personnel interest, 13.5%
people to Advertisement and 9.6% of people responded to Past.

FIGURE 10
 TABLE NO: 11

TABLE SHOWS OPINION REGARDING FAULTS IN

MANUFACTORING

RESPONS NO. OF PERCENTAG

E RESPONDENT E
S
Yes 52 6%
No 48 94%
Total 100 100

INTERPRETATION

From the above table It is inferred that 48.1% of people responded to

faults in manufacturing, 51.9% of people responded to no faults in
manufacturing.
FIGURE 11
 TABLE NO: 12

TABLE SHOWS THE RATE OF BRAND NAME

“ROYAL ENFIELD”

RATE NO. OF PERCENTAG

RESPONDEN E
TS
Excelle 14 28%
nt
Good 23 46%
Averag 13 26%
e
Poor 0 0%
Total 50 100

Source: Primary Data

FIGURE 12

PERCENTA
5 4
4
5
%
4
3 28%
2
2
5
%
2
0
%
1 0%
5
Excellent Category 2 Average Poor

PERCENT

INTERPRETATION
From the above table it is inferred that 28% of people responded to Excellent, 46%
of people to Good, 26% people to Average and there is no respondent’s for Poor.
 TABLE NO: 13

TABLE REGARDING RECOMMEND BRAND TO

OTHERS

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Yes 46 92%
No 4 8%
Total 50 100

Source: Primary Data

FIGURE 13

Chart
5
5 4
0
4
5
4
0
3
5
3
0 4 4
2
9 8 1
2
5
Yes No Total Category 4

Series 1 PERCENTAGE

INTERPRETATION

From the above table it is inferred that 92% of people responded

to regarding recommend brand to others, 8% of people responded to
not recommend brand to others.
 TABLE NO: 14

TABLE SHOWS OPINION REGARDING PRODUCT

THAT ARE ENDORSED BY CELEBRITIES

RESPONS NO. OF PERCENTAG

E RESPONDENTS E
Yes 33 66%
No 17 34%
Total 50 100

Source: Primary Data

FIGURE 14

PERCENTA

YES

INTERPRETATION

From the above table it is inferred that 66% of people responded to

regarding product that are endorsed by celebrities, 34% of people
responded to not product that are endorsed by celebrities.
 TABLE NO: 15

TABLE SHOWS MAINTENANCE COST OF BRAND

SATISFACTIO NO. OF POERCENTAG

N RESPONDENTS E
LEVEL
Highly satisfied 12 24%
Satisfied 30 60%
Neutral 7 14%
Dissatisfied 1 2%
Highly 0 0%
dissatisfied
Total 50 100

Source: Primary Data

FIGURE 15

PERCENTA
7
6
6
0
%

5
0
%
24%

4 14%
0
%
2% 0%
3
Highly Satis Ne Dissatis Highly

PERCENT

INTERPRETATION
From the above table it is inferred that 24% of people responded to highly satisfied,
60% of people responded to satisfied, 14% people to neutral and 2% of people
responded to dissatisfied, no respondents for highly dissatisfied.
 TABLE NO: 16

TABLE SHOWS FACTORS ACCORDING TO

PREFERENCE

FACTORS NO. OF PERCENTAG

RESPONDEN E
TS
Quality 32%
Advertiseme 2 4%
nt
Price 2 4%
Promotional 1 2%
technique
Driving 29 58%
Total 50 100

Source: Primary Data

INTERPRETATION

From the above table it is inferred that 58% of people responded to driving 32% of
people responded to quality, 4% people to price and advertisement, 2% people
responded to promotional technique.
FIGURE 16
 TABLE NO: 17

TABLE SHOWS AFTER SALES AND SERVICES OF

“ROYAL ENFIELD”

SATISFACTIO NO. OF PERCENTAG

N RESPONDENT E
LEVEL S
Highly satisfied 12 24%
Satisfied 27 54%
Neutral 10 20%
Dissatisfied 1 2%
Highly 0 0%
dissatisfied
Total 50 100

Source: Primary Data

FIGURE 17

PERCENTA
6
5

5
0
%

4
0 2
2
2
0
%

2
0
Highly Satis Ne Dissatis Highly

PERCENT

INTERPRETATION
From the above table it is inferred that 24% of people responded
to highly satisfied, 54% of people responded to satisfied, 20%
people to neutral and 2% of people responded to dissatisfied, no
respondents for highly dissatisfied.
 TABLE NO: 18

TABLE REGARDING THE GURANTEE AND

WARRANTY OF “ROYAL ENFIELD”

RATE NO. OF PERCENTAG

RESPONDEN E
TS
Excelle 14 28%
nt
Good 23 46%
Averag 13 26%
e
Poor 0 0%
Total 50 100

Source: Primary Data

FIGURE 18

PERCENTA
5 4
4
5
%
4
0 28%
2
%

2
0
%
1
5
0
0
Excel G Aver P

PERCENT

INTERPRETATION
From the above table it is inferred that 28% of people responded to Excellent,
46% of people responded to Good, 26% people to Average and there is no
respondents for poor.
 TABLE NO: 19

TABLE SHOWS COMMITMENT OF THE BRAND

ITEMS NO. OF PERCENTAG

RESPONDENTS E
Very committed 23 46%
Committed 21 42%
Fair 5 10%
Uncommitted 1 2%
Very 0 0%
uncommitted
Total 50 100

Source: Primary Data

FIGURE 19

PERCENTA
5 4
4 42%
5
%
4
0
%
3
5
1
1
1
0
% 2%
0
Very Commi F Uncommi

PERCENT

INTERPRETATION

From the above table it is inferred that 46% of people responded to very committed,
42% of people responded to committed, 10% people to fair and 2% of people
responded to uncommitted, no respondents for very uncommitted.
 TABLE NO: 20

TABLE SHOWS MOST PREFER THE MODEL OF

“ROYAL ENFIELD”

ITEMS NO. OF PERCENTAG

RESPONDENT E
S
Bullet classic 18 36%
Bullet 10 20%
standard
Interceptor 5 10%
Continental 10 20%
Gt
Thunderbird 7 14%
Total 50 100

Source: Primary Data

FIGURE 20

PERCENTA
4
3
3
5
%

3
2 2
2
0
% 14%
1
1
0
%

5
Bullet Bullet Interce Contine Thunder

PERCENT
INTERPRETATION

From the above table it is inferred that 36% of people responded to Bullet
classic, 20% of people responded to Bullet standard, 10% people
responded to Interceptor, 20% of people responded to Continental Gt.
.

CHAPTER 5

⮚ FINDINGS

⮚ SUGGESTIONS

⮚ CONCLUSION
 FINDINGS

● It is clear from the study that a majority sources of respondents (38%) had

heard about Royal Enfield from online.

● The majority of customers (70%) think that Personnel interest is the main

reason for buying this bike.

● Most of the customers are satisfied with Royal Enfield.60% of people

responded to satisfied with cost of maintenance of the bike is reasonable,

24% of people responded to highly Satisfied

● Brand name of Royal Enfield is rated as good

● All respondents are satisfied with the design of brand

● The rate of brand is good when compared to other manufactures in

the industry

● Quality of the products given by Royal Enfield better than other brands

(84%)

● Most of the customers say that there is no faults in manufacturing

● Majority of respondents are recommend the brand to others to buy this

product

● Majority of customers are likely to endorse the product by celebrities

● 72% of the respondents prefer this product because of high quality

● There is a relationship between the brand Royal Enfield

with manufacturing defect.

● The factors according to preference of customers is as 58% of people

 responded to Driving, 32% of people responded to quality, 4% people to
price and advertisement

● 24% of people responded to highly satisfied with the after sales and

services of Royal Enfield, 54% of people responded to satisfied, 20%

people to neutral and 2% of people responded to dissatisfied, no

respondents for highly.

 SUGGESTIONS

 It’s better to enlarge the advertisement of Royal Enfield

to attract more customers

 That everyone can to afford them Reduce the price/ cost of the bikes

 Use celebrity advertising technique

 The company should produce separate products to female customers

 To increase the sales improve the fuel efficiency and service

 It’s better to measure Continuously the satisfaction of existing

customers

● Safety features of the bike should be improved

 CONCLUSION

The project entitled “A STUDY ON BRAND LOYALTY ON ROYAL ENFIELD WITH

SPECIAL REFERENCE TO RIDERZ IKON SAIBABA COLONY COIMBATORE” was
undertaken with the objective of finding out brand loyalty level on Royal Enfield. The
suitable methodology adopted here is data collection and analysis. It is clear from the study
that most of the customers of Royal Enfield are highly satisfied in almost all areas offered
by the company and majority among the satisfied customers are delighted customers. This
study reveals that by way of reducing the lead time, improving fuel efficiency & service
quality enlarging 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. From the study I conclude that the customer’s buying decision is
depend upon the brand loyalty of the product.
BIBLIOGRAPHY
 BIBLIOGRAPHY

1) C.R.Kotahri, Research Methodology, 2nd Revised Edition,

Vikash Publicity House Ltd. 2006.
2) Philip Kotler, Keller, Koshy and Jha Marketing Management a
South Asian Perspective, 13th Edition person education.
3) Marketing Management by John. W. Mullins and C. Anthony Di
Benedetto, 11th edition.
4) “Brand Management : Research, Theory and Practice” by
Tilde Heding and Charlotte F K nudtzen
5) Y L R Moorthy, Brand Management, Vikash Publishing House PVT
LTD, Second Reprint 2006

Websites:

● http://riderzikon.in/branch.php

● https://royalenfield.com/aboutus/overview

● www.answers.com/Q/brand_equity_and_brand_loyalty?#slid1

● www.investopedia.com/terms/b/brand-loyalty.asp

● http://www.managementstudyguide.com/brand-loyalty.htm

Company manual:

● Royal Enfield brochure, coimbatore.

ANNEXURE
 QUESTIONNAIRE

A study on brand loyalty of Royal Enfield with special reference to

RIDERZ IKON Sai baba colony Coimbatore.

Name : ………………………………………………

Gender: Male ☐ Female ☐

Age: 19- 25 ☐ 26-35 ☐

36-45☐ Above 45 ☐

Occupation: Student Business Professional Others

1. Mention the source of through which you are aware about Royal Enfield

Television☐ Dailies☐ Mouth publicity ☐ Online☐ Others ☐

2. Which factor influenced you to prefer Royal Enfield?

Quality ☐ Price ☐

Fuel efficiency ☐ All the above ☐ others ☐

3. Are you satisfied with the design of royal

Enfield? YES ☐ No

☐
4. How you to rate Royal Enfield with other manufactures in the market?

Excellent ☐ Good ☐
Poor ☐ Average ☐
5. Rate your satisfaction level with the Royal Enfield?

Highly satisfied ☐ Satisfied Neutral ☐

Dissatisfied ☐ Highly Dissatisfied ☐

6. What is your opinion about the quality of Royal

Enfield?

Highly satisfied ☐ Satisfied Neutral ☐

Dissatisfied ☐ Highly Dissatisfied ☐

7. Which factor influenced you more to buy this product?

Family preference ☐ Personnel interest ☐

Advertisement ☐ Past experience ☐
8. Do you feel any faults in manufacturing of Royal Enfield?
Yes ☐ No ☐
9. How you rate the brand name “Royal Enfield”?

Excellent ☐ Good ☐

Poor ☐ Average ☐
10.Do you have interest to recommend the brand to others (family or friends)?

Yes ☐ No ☐
11. Do you believe in product that are endorsed by your favourite

celebrities? Yes ☐ No ☐

12. The maintenance cost of the brand is reasonable?

Strongly agree ☐ Agrees ☐ Neutral ☐

Disagree ☐ Strongly disagree ☐

13.Rank the following factors according to your preference?

Quality ☐
Advertisement ☐
Price ☐
Promotional technique ☐
Driving ☐
14.How do you rate the after sales and services of Royal
Enfield? Highly satisfied ☐ Satisfied ☐
Neutral ☐
 Dissatisfied ☐ Highly dissatisfied ☐

15.Which is your current motor vehicle in Royal Enfield?

Bullet classic ☐
Bullet standard ☐
Interceptor ☐
Thunderbird ☐
Continental Gt ☐
16.How much prefer the guarantee and warranty of Brand?

Excellent ☐
Average ☐
Good ☐
Poor ☐
17.How would you commitment with your preference brand?

Committed ☐ Very committed ☐

Fair ☐ Un committed ☐
18.Which factor influenced in buying decision?

Family interest ☐ Personnel interest ☐ Advertisements ☐

Past ☐ experience ☐
19. What is the motivating factor when you prefer the BARAK Motors ltd?

Brand loyalty ☐ Sales offers ☐

20. Which model of Royal Enfield do you mostly

prefer? Bullet classic ☐

Bullet standard ☐
Interceptor ☐
Continental Gt ☐
Thunderbird ☐