INTRODU

The automotive industry in India is one of the largest in the world and one of the fastest growing
globally. Indiamanufactures over 18 million vehicles (including 2 wheeled and 4 wheeled) and
exports more than 2.3 millionevery year. It is the worlds second largest manufacturer of
motorcycles; there are eight key players in the Indianmarkets that produced 13.8 million units in
2015-2016.

This study on consumer buying behavior being associated with one of the leading two wheeler
company the Royal Enfield in the following paragraph a brief note on the problem that has been
undertaken as the subject matter is explained. In this project report, we will find out the buying
behavior of the Royal Enfield Bullet owner in Haridwar city. The problem it is facing in the
present market scenario. This project evaluates the various factors that keep the customer
satisfied. It also evaluates the various factors that influence a customer to buy the bullet. While
selecting a bullet various aspects that have to be given a thought with respect to Brand image,
Colour,Fuel-efficiency, Technology used, etc

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 customers
impression, awareness and/or consciousness about a company on its offerings. Customer
aperception 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 and buying behavior conducted
among customers of Royal Enfield who purchased different brands Royal Enfield.
OBJECTIVES OF THE STUDY.

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.
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.
Review of Literature

Two wheeler Industry in India

DevangDesai,It has been more than 50 years now that bikes have been ruling the Indian
automobile sector. In 1955 the Indian government needed study and reliable motorcycles for its
army and police to patrol the rugged border highways. The first batch of 350cc Bullet the super
bike in India of all times, from the Royal Enfield Company of UK were received and assembled
at Chennai. Since then, bikes in India have been flourishing as a two wheelers segment and
Indian bikes gaining on popularity all across the world. Talking of bikes cc, bikes having four-
stroke engines are thought to be more fuel efficient motorbikes. They are the main reason for the
growth of motorbikes in India as a segment. Indian bikes market share is about 81.5% of the total
two wheeler market in India. Three-fourth of the total exports in the two wheeler automobile
industry is made in the motorcycle segment. Exports are made mainly to South East Asian and
SAARC nations

ParmodPathak, Saumya Singh investigated about What Does A purchaseR need tp purchase a
Bike AND dubey J and PatelR evaluated about A portion of Advertisement : in acquiring
decision of bikes Auto India and Overdrive gives by an extensive measure of information about
the diverse segments gave by various power bikes.Customer satisfaction has been a surely
understood subject in showcasing practice and educational investigation since Cardozo\s (1965)
starting examination of customer effort, cravings and satisfaction. Disregarding various tries to
gage and clear up buyer unwaveringness, there still does not appear, all in all, to be an
understanding as to its definition (Giese and Cote, 2000). Purchaser devotion is regularly
described as a post use evaluative judgment concerning a specific thing or organization
(Gundersen, Heide and Olsson, 1996). It is the result of an evaluative methodology that emerges
prepurchase wants from impression of execution in the midst of and after the usage experience
(Oliver, 1980). The most extensively recognized conceptualization of the buyer dedication
thought is the trust disconfirmation The theory was given by MC Quitty , Finn and willey in
2000 made by Oliver, who suggested that satisfaction level is a result of the differentiation
amidst expected and saw execution.

Kotler and Armstrong (2010) expense is the measure of money which is charged for a thing
orservice, or the total of the qualities that customers exchange for the upsides products of having
product or using the product or organization while Stanton, Michael and Bruce (1994) portrayed
expense as the measure of money orgoods anticipated that would secure some blend of another
stock and its companying organizations. Yet, themarketing composing showed researchers\
inclination towards esteem sensibility regarding customersatisfaction (Hermann et al., 207;
Kukar-Kinney, Xia and Monroe, 2008; Martin-Consuegra, Molina and Esteban, 2007). Esteem
respectability insinuates clients\ assessments of whether a merchant\s cost isreasonable,
commendable or sensible (Xia et al., 2005; Kukar&Kinney, Xia Monroe, 2008). Price fairness
of the product is a basic issue that leads toward satisfaction. Charging sensible worth serves to
developcustomer satisfaction and unwavering quality. Research has shown that customer\s
decision to recognize particularprice has a prompt bearing at satisfaction level and dependability
and roundaboutly (Martin-Consuegra, Molina
RESEARCH METHODOLOGY

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 50 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.

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
companys office records like customer register and ,newspapers, official website of Royal
Enfield, other web sites, library books and also from previous project reports in related areas.
COMPANY PROFILE
Superb Enfield was the name under which the Enfield Cycle Company made cruisers, bicycles,
lawnmowers and stationary engines. The legacy of weapons gathering is reflected in the logo, a
weapon, and their witticism Made like a gun, goes like a shot of gun .Use of the brand name
Royal Enfield was approved by The Crown in 1890. The principal Redditch, Worcestershire
based association was sold to Norton-Villiers-Triumph (NVT) in 1968.
Renowned Enfield made bicycles at its Redditch generation line until it close in mid 1967. The
association\s last new bicycle was the Divulgence little wheeler, which was released in 1965.
Era of cruisers halted in 1970 and the association was separated in 1971.
In 1956 Enfield of India started assembling Bullet cruisers under grant from UK sections, and by
1962 were collecting completed bikes. Enfield of India acquired the rights to use the Royal
Enfield name in 1995. Celebrated Enfield creation, arranged in Tiruvottiyur, Chennai, continues
and Royal Enfield is as of now the most settled cruiser brand on the planet still in progress with
the Bullet model getting a charge out of the longest bicycle era continue running ever. In May
2013 another social occasion office was started at Oragadam, Chennai.
The Early Years
In 1909 Royal Enfield amazed the introducing so as to motorcycle scene a little Motorcycle with
a 2 HP V twin Motosacoche motor of Swiss inception. In 1911 the following model was
controlled by a 2 HP motor and bragged of the surely understood Enfield 2-speed gear. In
1912 came the JAP 6 HP 770 CC V twin with a sidecar mix. It was this bike which made Enfield
a commonly recognized name. 1914 saw the 3 HP cruisers this time with Enfield\s own
particular motor which now had the institutionalized Enfield paint plan of dark enameled parts
and green tank with gold trim.

The Beginning
The Enfield Cycle Company made bikes, bikes, lawnmowers and stationary motors under the
name Royal Enfield out of its works based at Redditch, Worcestershire. The legacy of weapons
production is reflected in the logo involving the gun, and the adage Made like a firearm.
Utilization of the brand name Royal Enfield was authorized by the Crown in 1890.
Imperial Enfield Revving up

With the finest and brightest of groups in the nation, involving administration experts and a
skilful, submitted workforce, the Company has an exceptional and open society, making Royal
Enfield a dynamic and responsive organization. To its clients in India and somewhere else on the
planet, Royal Enfield implies more than just bikes; it\s a feeling of having a place with a
restrictive group with unfading enthusiasm, feeling and hobby. The Company is good to go to
increase its administration position, be it in the force and recreation bicycle portion in India or
the exemplary bicycle fragment somewhere else on the planet, by presenting particularly styled
and higher-controlled bikes, reinforcing existing groups around its items,
As the main bike produced in India synonymous with experience and recreation riding, Royal Enfield
has all the more as of late avoided customary broad communications publicizing and has focused
more on building its image around the qualities that the brand remains for. Having a Cult status the
Royal Enfield bike is known for its Versatility, Uniqueness and is worked to last. Seen as a machine
in its very own class and synonymous with Leisure and Adventure; riding and diagramming up the
miles.

Imperial Enfield firmly advances relaxation motorcycling as a way of life and supports the Royal
Enfield riders/proprietors to continue riding. In such manner, the organization composes yearly
occasions and rides, for example, the Himalayan Odyssey, The Tour of Rann of Kutch, The Tour of
NH 27 the Tour of Rajasthan and the Southern Odyssey. It likewise sorts out the Annual celebration
of biking, Rider Mania in Goa which pulls in Royal Enfield riders from everywhere.

Items PROFILE

The new Bullet 500 is essentially the cruiser with the ever-enduring renowned painstakingly collected
diagram of the mind blowing Bullet now controlled with a solid 500 cc Engine with Twinspark plug
with better ignition for better smoldering, predominant power transport and upgraded proficiency. In a
matter of seconds mechanically outfitted with front line advances in building this cruiser still keeps up
its impeccable family line it has withheld for an impressive time allotment all around. The famous
Bullet is in no time available in an all new shade of Forest Green with the same aristocratic clothing
pinstriping now in a silver fruition ordinary of auto greatness

The Bullet 500 EFI is the apex of more than 8 numerous years of legacy, of the longest running
model in interminable era. Resulting to 1932 the Bullet has enchanted thousands all around all
through the world with its fascinating styling and one of its kind feel of ride feel. The Bullet 500 EFI is
a reliable coordinating of the elevated Bullet styling, execution and immovable quality with the new
development segments like the Electronic Fuel Injection synergized perfectly with the period
styling.The Bullet 500 EFI is about romancing with history on today\s terms.

The Bullet Electra is an excellent bicycle, misrepresented in arrangement with another, intense and
trustworthy unit improvement engine. Comfort carries a front seat with gas filled protections and a
sub plot.

The Bullet Electra Deluxe has the same parts of the Electra, furthermore highlights hand cleaned
aluminum castings and a hand lined chrome gas tank.

The Electra now comes loaded down with the power and unfaltering nature of Royal Enfields latest
Twinspark Unit Construction Engine. Close by the UCE engine come the twofold favorable
circumstances of more power, and better mileage, more constancy and lesser backing.

To the extent styling the latest Electra still keeps it direct after the lines of the standard Bullet yet in
the meantime adding its unmistakably specific style to it.
Everybody still clears a way for the Electra Twinspark.

The staggering Bullet 350 need no presentation. In the blink of an eye Bullet 350 is with all new Unit
Construction Engine.This model machine has kept spot with advances in building and ergonomics
without debilitating its impeccable family.

A long wheel base and more noteworthy tires give extended constancy and road handle, making it
ideal for long detachment travel.

Its aristocratic dim and gold uniform and beating engine beat remind passers-by that they are in the
region of auto sway.

The Classic Desert Storm comes to you with a sand paint arrangement reminiscent of the war
period, a period when Royal Enfield bicycles showed their abilities and battle esteem by perfect
organization to officers in coldblooded conditions of the engine for bullet for desert desert. Wearing a
more young look with styling signals one would expect just from a genuine Royal Enfield: single
chamber air-cooled pushrod engine, 1950s style nacelle and instrument compartments, routine paint
plot and buffed engine fragments, this bicycle is ready to present to you the joys of forefront
motorcycling while reflecting the transmission of persistent excellent styling.

Battle GreenThe Classic Battle Green comes to you with a paint arrangement reminiscent of the War
time, a period when Royal Enfield bicycles exhibited their capacities and battle esteem by perfect
organization to officers. Wearing a more energetic look with styling signs one would expect just from
a certifiable Royal Enfield: single chamber air-cooled pushrod engine, 1950s style nacelle and
instrument stash, ordinary paint plot and buffed engine sections, this bicycle is ready to present to
you the pleasures of cutting edge motorcycling while reflectin the environment of excellent endless
styling.

The Royal Enfield Classic Chrome relies on upon the Classic 500 with a genuinely liberal estimations
of chrome on it. Like the Classic 500, the new Classic Chrome holds the quintessential incredible
British styling of the 1950s: fundamental, fitting, relative. The Chrome wields a seat with a cowhide
finish and adds to the visual solicitation of the cruiser. Worked of out of date metal, in clean choice
lines of Chrome solidified with a rich paint finish the blueprint of the Royal Enfield Classic Chrome is
a tribute to the retro look of post war British cruisers.

Outfitted with a solid fuel imbued 500cc engine and wearing a disarmingly captivating post war
styling, this certifications to be the most craved Royal Enfield ever.

For the people who need it all. The power, the fuel profitability, the reliability and clear, yet drop dead
astonishing incredible styling. The immense takes a few individuals\ breath away not by virtue of it
needs to yet rather in light of the way that it can\t help it. You will esteem the beat for the music it
makes and in addition for the calmed opinion quality and power that it indicates.

The viewpoint is simply better when you are straddling a Royal Enfield Classic 500 whether moving
or still. Nothing more to be said.

The smaller twin of the Classic 500, the Classic 350 will hold fast against whatever other cruiser and
a short time later draw some more. The Classic 350 shares its powerplant with the amazing
Thunderbird Twinspark. The torque to level mountains and the fuel capability to cross entire extents
comes in the same made light of yet overwhelming styling.

ing its system, and conveying a one of a kind motorcycling knowledge.

REFERENC

Marketing Management
- Philip Kotler.

WEBSITES
Google
Official website or Royal Enfield.
Wikipedia
Trend in consumer buying behavior
case of Royal Enfield

FACULTY OF MANAGEMENT STUDIES

 GURUKUL KANGIRI VISHWAVIDYALYA

Haridwar.

Submitted By:- Manish Kr Rai

B.B.A IVsem

Under the guidance Under the co-guidance

prof. PankajMadanMr.VaibhavBatra