A Study on Consumer Preference and Satisfaction Towards Royal Enfield Bikes

A Study on Consumer Preference and Satisfaction Towards Royal Enfield Bikes

G.RISHI 1                                                                DR. R. THAMILSELVAN  2

1 Research Student, MBA Department in School of Management Studies, Sathyabama University, Chennai, Tamil Nadu.

2 Research Guide & Professor, MBA Department in School of Management Studies, Sathyabama University, Chennai, Tamil Nadu.

ABSTRACT

The Indian two-wheeler market has seen remarkable expansion over the years, with RoyalEnfield standing out as a dominant player, particularly in Chennai District.

As This study examines consumer preference and satisfaction towards Royal Enfield motorcycles by analyzing key factors such as brand image, riding comfort, engine performance, fuel efficiency, pricing, and after-sales service.

The research is based on a structured survey conducted among Royal Enfield owners and potential buyers in Chennai to gain insights into their purchasing behavior, expectations, and overall satisfaction levels.

The findings suggest that Royal Enfield's strong brand legacy, powerful engine performance, and distinct design are major factors influencing consumer preference. Many respondents appreciate the bike’s road presence, durability, and suitability for long rides.

However, certain challenges such as high maintenance costs, service network limitations, and fuel efficiency concerns were also highlighted. Despite these challenges, Royal Enfield continues to maintain a loyal customer base due to its unique appeal and consistent market positioning.

This study provides valuable insights for Royal Enfield in enhancing customer satisfaction by addressing service-related concerns and optimizing the ownership experience.

It also serves as a reference for industry stakeholders to understand evolving consumer expectations in the premium motorcycle segment.

Keywords: Consumer Preference, Customer Satisfaction, Royal Enfield, Two-Wheeler Market, Chennai District, Brand Loyalty, Motorcycle Performance.