A Study on the Major Factors Influencing the Purchase Decision of Customers Towards Royal Enfield Motorcycles

The two-wheeler industry in India has witnessed significant growth in recent years, with premium motorcycle segments gaining increasing attention from consumers. Royal Enfield has emerged as one of the leading brands in this segment due to its strong brand heritage, distinctive design, and superior riding experience. The present study aims to analyze the major factors influencing the purchase decision of customers towards Royal Enfield motorcycles. The study focuses on understanding customer preferences with respect to factors such as brand image, price, product quality, performance, design, mileage, after-sales service, and promotional activities. Primary data were collected from Royal Enfield motorcycle users through a structured questionnaire, while secondary data were gathered from journals, reports, and company publications. Statistical tools such as simple percentage analysis and chi-square test were employed to analyze the data. The findings reveal that brand image and riding comfort play a dominant role in influencing customers’ purchase decisions, followed by performance, durability, and after-sales service. The study also indicates that demographic variables such as age, income, and occupation significantly impact customer preferences. Overall, the study concludes that Royal Enfield’s strong emotional appeal, combined with functional benefits, significantly influences customers’ buying behavior and contributes to high customer loyalty.