Apr 7, 2023MADE LIKE A GUN, GOES LIKE A BULLET…

The perception of various customers of the Royal Enfield.

Presented by : Th. Thadoi Devi Diana Bawm Balatipshisha Simon Pachuau

To know the customers satisfaction level regarding the Royal Enfield bikes as well as the non-Enfield bikes

To analyze the market growth of the product for completion of 1 year in Meghalaya

To analyze the various characteristics of the customers as well as of the bikes

Objectives

Apr 7, 2023

Royal Enfield – An Overview

One of the oldest motorcycle companies in the world, Established in 1891 at UK by R.W.Smith and Alber Eadie

1955 Enfield India Ltd is incorporated India , Country’s first four stroke motorcycle manufacturer

1994 Eicher group acquired Enfield India. The name changed to Royal Enfield, A unit of Eicher Motors Limited

Turnover of Eicher is 5800 Crores in 2012

Royal Enfield Turnover is 900 Crores in 2011

Around 2600 employees are working for Royal Enfield

11 Brand Stores, 230 Dealers in India. Exported to 47 countries

Apr 7, 2023

Royal Enfield had a wide range of offerings that all carry the same heritage and “Classic”ness while ensuring delivery of the best performance and technology to our loyal base of customers across the world.

Bullet

· Bullet 350 UCE

· Electra Twinspark

Thunderbird

· Thunderbird 350

· Thunderbird 500

Export

· Classic EFI

· Classic Military EFI

· Electra EFI

· Electra Deluxe EFI

Classic

· Classic 350

· Classic 500

· Classic Chrome

· Desert Storm

Models

Analysis of the non-Enfield bike users

Below 20 20-30 31-40 40 and above

0%

2%

4%

6%

8%

10%

12%

14%

16%

0%

16%

4%

1%2%

10%

2%

0%0%

4%3%

0%0%

2%

4%

0%0%

2%

0% 0%

Bajaj Yamaha Hero Honda TVS KTM duke

AGE

Bajaj Hero Honda Yamaha KTM Duke0123456789

7

32

0

5

1

6

2

9

2

4

001

2

0

Business Student Service Government service

Occupation

Demographic profile

Payment criteria in case of planning to own a Royal Enfield

Pay by own self

Share with parents/other

people

Parents pay for the bike

Others0

5

10

15

20

25

30

35 32

2

13

3

Source of payment

Cash account Installment Loan Others0

5

10

15

20

25

30 28

14

7

1

Mode of payment

Characteristics of Royal Enfield that attracts customers

Long journey vehicle

Utility vehicle Status symbol Style statement0

5

10

15

20

25

14

23

4

8

Purpose for purchasing a Royal Enfield

Durability Power Appearance Brand name Fuel efficiency0

2

4

6

8

10

12

2

11

6

3

0

Features that attract the most

Analysis of the Royal Enfield users

Demographic profile

Governmen

t serv

ant

Business

Studen

t

Doctor

Teacher

Self -

employe

dOthers

0

5

10

15

20

Occupation

Below 20 20-30 31-40 40 and above02468

101214161820

0

13

18 19

Age

Characteristics of the various models

Thunderb

ird

Machism

oEle

ctra

Classic

500

Classic

350

Standard

500Others

0

2

4

6

8

10

12

14

16

5

13

15

1

14

21

Name of the model most purchased

50,000 to 70,000

71,000 to 90,000

91,000 to 1 lakh

1 lakh to 2 lakh

2 lakh and above

0

5

10

15

20

25

5

12

7

23

2

Cost when purchased

Customer satisfaction level

Strongly disagree

Disagree Somewhat disagree

Neither agree nor disagree

Somewhat agree

Agree Agree strongly0

5

10

15

20

25

30

35

40

0 0

4 4

8

19

15

01

34

11

27

4

2

29

3

65

3

10 0 0

2

8

37

33

30

0

7 7

3

001

3 3

8

32

2

6

21

2

9

2

9

1

This is one of the best product I could have bought

This product is exactly what I need

This product hasn't worked out as well as I thought it would

I am satisfied with my decision to buy this product

Sometimes I have mixed feelings about keeping the product

My choice to buy tis product was a wise one

If I could do it over again, I'd buy a dif -ferent make/model

I have truly enjoyed this bike

I feel bad about my decision to buy this product

Owning this bike has been a good expe-rience

I am sure it was the right thing to buy this bike

Conclusion

Royal Enfield strongly promotes leisure motorcycling as a lifestyle and encourages Royal Enfield riders/owners to keep riding. In this regard, the company organises annual events and rides such as the Himalayan Odyssey, the tour of NH 17 (Mumbai to Goa), the tour of the North East and the Southern Odyssey. It also organizes the Annual festival of biking, Rider Mania in Goa which attracts Royal Enfield riders from all over.

Royal Enfield is now the oldest motorcycle brand in the world still in production with the Bullet model enjoying the longest motorcycle production run of all time. Royal Enfield of India now sells motorcycles in over twenty countries.

THANK YOU