A Study on Customer Preference and Overall Sales Service Satisfaction of Royal Enfield Bikes in South Chennai
Mr. Vishnu.K
MBA (Marketing and Finance) Student, Reg.No:43410249,
School of Management Studies,
Sathyabama Institute of Science and Technology, Chennai, TamilNadu.
Dr. Yamuna.D
Assistant professor
School of Management Studies,
Sathyabama Institute of Science and Technology, Chennai, TamilNadu.
ABSTRACT
The motorcycle industry in India has seen remarkable growth over the years, with brands like Royal Enfield continuing to maintain a strong and loyal customer base. This study aims to explore the preferences of customers and their overall experience with Royal Enfield’s sales and service in South Chennai. The research focuses on understanding key aspects that influence customer satisfaction, purchasing decisions, and long-term brand loyalty. To gain valuable insights, a structured survey was conducted among existing Royal Enfield owners as well as potential buyers to assess their expectations, preferences, and concerns regarding the brand. Several crucial factors, such as product quality, pricing, dealership interactions, after-sales service, and overall brand perception, were analyzed to determine their impact on customer behavior. Furthermore, this study takes a closer look at demographic patterns, including gender distribution and occupational backgrounds, to understand how different consumer groups approach the process of purchasing a motorcycle. By carefully analyzing the survey responses and conducting an in-depth market analysis, this research aims to highlight the most significant factors that contribute to customer satisfaction and brand loyalty. Ultimately, the study provides a clear and comprehensive understanding of the various elements that influence consumer choices when it comes to purchasing Royal Enfield motorcycles in South Chennai.
Keywords: Motorcycle industry, Royal Enfield, South Chennai, customer preferences, sales, service, satisfaction, brand loyalty, survey, purchasing decisions, product quality, pricing, dealership, after-sales service, demographics, market analysis.
