A STUDY ON CUSTOMER’S PREFERENCE TOWARDS ROYAL ENFIELD BIKES

The project examined “A STUDY ON CUSTOMER’S PREFERENCE TOWARDS ROYAL ENFIELD BIKES.” The automotive sector in India stands as one of the globe’s largest and fastest-growing industries. With an annual production of over 18 million vehicles, including both two and four-wheelers, and exports exceeding 2.3 million units, India commands a significant presence on the international stage. Notably, it ranks as the world’s second-largest producer of motorcycles, with eight prominent players contributing to the manufacture of 13.8 million units during the 2017-18 period. The journey of the Indian two-wheeler industry traces back to 1948 when Bajaj Auto initiated the import and sale of Vespa scooters in the country. Since its inception, the industry has witnessed a remarkable evolution, marked by shifting consumer preferences towards motorcycles and gearless scooters. These modern variants offer superior technology, enhanced fuel efficiency, and aesthetic appeal, eclipsing the demand for traditional metal-bodied geared scooters and mopeds. Consequently, this transformation in consumer behavior has significantly impacted the market dynamics, leading to the decline of erstwhile industry leaders and the emergence of new frontrunners.