Marketing Strategy Adapted By royal Enfield

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Motorcycles,

bicycles,

 Industry

lawnmowers.

 Successors

Royal Enfield(India)

 Founded

1893,

as

Enfield

Manufacturing Co. Ltd.  Defunct

 Headquarters

 Key people

1971 REddith,worecestereshire, England Founders Albert Eadie and Robert Walker Smith Royal

 Products

Enfield

Crusader,

Clipper, Bullet,

Interceptor,WD/RE,Super Meteor

Introduction to the Topic The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far how they have performed and suggestions for them to grab more market share and be profitable. Department of Management Studies and Research, Tirpude college of Social Work Page 1

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Every year, they have sold modest numbers but despite low numbers, they continue to command a position of respect and awe in the Indian motorcycle market. The objective of the study was to study the different product lines, marketing strategy and Brand Management of Royal Enfield Bullets in Indian market.

1. Bullet riders are mostly Value-Expressive, with an internal locus of control and a strong sense of independence. 2. The company has been cashing in on the iconic status it has and has done little to reinforce its image amongst an exploding two-wheeler market. 3. The pricing of the motorcycle might also be looked upon as conservative.

Royal Enfield has for a while now targeted the youth market with lure of freedom. However, they have done little to reinforce their position. Maybe advertising campaigns targeted at the Value-expressive customer would enable the brand to reap the benefits of its iconic position in a much more productive way. Also, most users find it imperative for the company to improve its After Sales Service and Spares availability.

Today, a consumer enjoys a variety of choice of products and services he wishes to purchase. With more and more number of models, features, sizes, shapes, colors and other characters the scope for his choice further widens. Today, all firms are engaged in a process of creating a life time value and relationship with their customers. So, the challenge before the marketer is to determine the appropriate marketing channels and consumer psychographics to have a better understanding of the behavioral aspects of the target market.

Need for studying consumer behavior Consumer behavior can be said to be the study of how individuals make decisions on how to spend their available resources (time, money & effort) on various consumption related items.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

This simple definition of consumer behavior tells marketers to resolve every activity around the ultimate consumer and gauge their behavior by specifically focusing on:

    

Who buys products or services and how? When and where do they buy from? How often do they use them? How often do they buy them? Why do they buy them?

These questions will help in understanding better what factors influence the decision making process of the consumers. The decision making process identifies the number of people who are involved in this process and ascribes a role to them – like the user, decider, influencer and buyer.

The diagram below helps understand the consumer decision making behavior: Decision making

High involvement

Low involvement

(information search, consider

purchase decision Complex decision making

purchase decision Variety seeking

Habit

(Automobiles, etc.) Brand loyalty

(purchase of cereals) Inertia

(little or no information search;

(Cigarettes, perfumes)

(Canned vegetables,

brand alternatives)

considers only one brand).

paper towels) Fig . Involvement in purchase decision

The consumer decision making process goes beyond the facets such as what features or product design will be acceptable to consumers, what benefits are they seeking from their products, what price will be suitable, etc. Today, consumer behavior includes even the post purchase satisfaction or dissatisfaction behavior. Because the post purchase behavior of the customers will have repercussions on the word-of-mouth communications they have with the firm’s prospective customers. The various individual and environmental factors influencing purchase decisions are as shown in the diagram below:

Stimuli

Informatio n

The consumer

Decisio n

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Respons e

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Cognitive thinking processes

Consumer personal characteristics

 Perception  Demographic  Attitudes  Lifestyles  Needs & motives

 Personality traits

Culture

Social class

 Value beliefs  Cross cultural influences

 Social class structure  Society

 Reference groups  Family  Opinion leaders

 Subcultural influences

INDIVIDUAL FACTORS

Influence groups

 Innovations

Situational variables influences  Purchase occasion  Market communication

 Product positioning

 Stores patronage & shopping behaviour  Price  Sales personnel influence

ENVIRONMENTAL FACTORS

Buying behaviour is also influenced by other psychological concepts such as perception, motivation, and personality. Knowing the impact of these concepts on buying behaviour will help marketers in the generation of new product ideas and adopt customization for the core product, some additional features and by offering of additional services, all with the intention to add to customer delight. Since consumer behavior has become an integral part of strategic marketing planning, it is all the more necessary that marketers give a lot of weight age to consumer research studies. Such an approach will help them to understand and in the prediction of making strategic marketing decisions.

Introduction to the Industry Introduction Indian automobile industry the automobile industry in India is the ninth largest in the world with an annual production of over 2.3 million units in 2008. In 2009, India emerged as Asia's fourth largest exporter of automobiles, behind Japan, South Korea and Thailand. India’s automobile sector consists of the passenger cars and utility vehicles, commercial vehicle, two wheelers and tractors segment. The total market size of the auto Department of Management Studies and Research, Tirpude college of Social Work Page 4

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

sector in India is approximately Rs 540 billion and has been growing at around 8 percent per annum for the last few years. Since the last four to five years, the two wheelers segment has driven the overall volume growth on account of the spurt in the sales of motorcycles. However, lately the passenger cars and commercial vehicles segment has also seen a good growth due to high discounts, lower financing rates and a pickup in industrial activity respectively.

Major automobile manufacturers in India include Maruti Udyog Ltd., General Motors India, Ford India Ltd., Eicher Motors, Bajaj Auto, Daewoo Motors India, Hero Honda Motors, Hindustan Motors, Hyundai Motor India Ltd., Royal Enfield Motors, TVS Motors and Swaraj Mazda Ltd. With the economy growing at 9% per annum and increasing purchasing power there has been a continuous increase in demand for automobiles. This, along with being the second largest populated country, makes the automobile industry in India a very promising one. Indian two wheeler markets Ever since the old Lamberts scooter was replaced with the flurry of vibrant two wheeler models, Indian two wheeler industry has seen a phenomenal change in the way they perceive the Indian market. Two wheeler manufacturers are now competing in an ever growing consumer market by bringing out new products and features.

The country has now grown into the second largest producer of two wheelers in the world. Currently there are around 10 two-wheeler manufacturers in the country, and they are Bajaj, Hero, Hero Honda, Honda, Mahindra/Kinetic, Royal Enfield, Suzuki, TVS, and Yamaha. There have been various reasons behind this growth. Because of poor public transport system, the citizens found convenience in two wheelers. Added to this is the fact that the average Indian still does not have the purchasing capacity for a more expensive, four wheeler.

The Indian two wheeler industries can be divided into motorcycles, scooters and mopeds. The consumer has changed his preference from mopeds to scooters and then to motorcycles. The trends seen in the past few years include females increasingly using two-wheelers for their personal commutation and various two wheeler manufacturers designing vehicles specially to cater to needs of this segment. One of the earliest revolutions in this industry was Kinetic’s introduction of the concept of electronic/self-start and automatic gears which made two wheelers comfortable and useable by women, when compared to old Bajaj Chetak advertisements which showed middle aged females riding a Bajaj Chetak scooter. Department of Management Studies and Research, Tirpude college of Social Work Page 5

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

A recent trend in the industry has been electric vehicles, which mostly leverage on their ecofriendliness and low operating costs, but is still not accepted well due to the lack of reputation of the manufacturers and lack of trust on technology, which is still being perceived in the nascent stages, especially battery and inverters which prove to be very expensive components. TVS recently leveraged this opportunity by launching a hybrid model of their non geared scooter – TVS Scooty. The end of the last decade saw Bajaj taking a radical decision to do away with the Scooter range and completely concentrate on motorcycles, especially stating change in customers’ preference as the main reason.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Introduction to the Company In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture bicycles by 1893, as Enfield Manufacturing Co. Ltd. By 1899, Enfield was producing quadricycle. With De Dion engines and experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to the front down tube. In 1912, the Royal Enfield Model 180 sidecar combination was introduced with a 770 cc V- twin JAP engine which was raced successfully. Royal Enfield motorcycles made in England were being sold in India from 1949. In 1955, the Indian government looked for a suitable motorcycle for its police and army, for patrolling the country's border. The Bullet was chosen as the most suitable bike for the job.

The Indian government ordered 800 350 cc model Bullets. In 1955, the Redditch Company partnered with Madras Motors in India to form 'Enfield India' to assemble, under license, the 350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai). The first machines were assembled entirely from components shipped from England. Royal Enfield are the makers of the famous Bullet brand in India. Established in 1955, Royal Enfield (India) is among the oldest bike companies.

Bullet bikes are famous for their power, stability and rugged looks. It started in India for the Indian Army 350cc bikes were imported in kits from the UK and assembled in Chennai. After a few years, on the insistence of Pandit Jawaharlal Nehru, the company started producing the bikes in India and added the 500cc Bullet to its line. Within no time, Bullet became popular in India. Bullet became known for sheer power, matchless stability, and rugged looks. It looked tailor-made for Indian roads. Motorcyclists in the country dreamt to drive it. It was particularly a favorite of the Army and Police personnel.

In 1990, Royal Enfield ventured into collaboration with the Eicher Group, a leading automotive group in India, in 1990, and merged with it in 1994. Apart from bikes, Eicher Group is involved in the production and sales of Tractors, Commercial Vehicles, and Automotive Gears. Royal Enfield made continuously incorporating new technology and systems in its bikes. In 1996, when the Government of India imposed stringent norms for emission, Royal Enfield was the first motorcycle manufacturer to comply. It was among the few companies in India to obtain the WVTA (Whole Vehicle Type Approval) for meeting the European Community norms. Today, Royal Enfield is considered the oldest motorcycle Department of Management Studies and Research, Tirpude college of Social Work Page 7

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

model in the world, spanning 3 centuries and still in production and Bullet is the longest production run model. The company is marching on with its tagline- "Made like a gun, goes like a bullet" Profile of the Products Royal Enfield Bullet 350 One can be a part of classical prominence by having a ride on Royal Enfield Bullet 350, a macho bike which is stylish as well.

The brawny is laden with plenty of attention grabbing features like traditional designing, astonishing power of 18 bhp from air cooled 4 stroke engine, large wheels, and better sitting for superior riding. This has been the classical offering from Royal Enfield and the engineering and the design has remained unchanged over the years. It has remained the flagship product with the other products being perceived more as derivatives of this motorcycle rather than standalone products. Royal Enfield Bullet 500 (Cast Iron) Royal Enfield Bullet 500 is a classic bike having vintage styling.

The bike has hand- painted pin stripes, a 4-speed transmission, and double leading shoe front brake and was touted as the powerhouse model with a whopping 27 bhp output. While the bike looked mostly similar to the Standard 350cc offering, its bigger engine made it a more potent vehicle to have on long rides. Royal Enfield Bullet Electra 4S Royal Enfield motorcycles were renowned for having problems starting because of their CB Point Ignition systems. In an attempt to break this negative image, the company came up with Electra. Electra was in effect a Standard 350cc but had a CDI Ignition system. This paved the way for the newer bikes from Royal Enfield which now have Digital TCI as a a part of the standard package. Royal Enfield Lightning 535 Looking for an image makeover back in 2001, Enfield came up with Lightning. It was a Limited Edition 535cc motorcycle.

The single-cylinder, air-cooled 535cc engine was the largest SCAC engine for any motorcycle in the world. The bike received limited acceptance amongst users and was discontinued after 2006 but it succeeded in rebuilding the power-bike image of Royal Enfield amongst the enthusiasts. Royal Enfield Bullet Electra 5S With Electra 4S receiving quite a lot of acceptance, Royal Enfield decided to add a few more features to align themselves with the more contemporary manufacturers. From a right- hand side 4-speed gear shift, they moved to Department of Management Studies and Research, Tirpude college of Social Work Page 8

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

a left-hand side 5-speed gear shift. Disc brakes also made an entry, with the 280mm disc being the largest in the country. This has been one of the most successful models from Royal Enfield and was to a large extent responsible for the revival of the brand during the turn of the millennium. Royal Enfield Bullet Machismo is Royal Enfield’s “chrome monster”.

Resplendent with chrome, they are available in both 350cc and 500cc variants. They were the first bikes to have the now legendary Lean Burn AVL Engines. These were the result of Royal Enfield’s collaboration with an Austrian Engine manufacturer, AVL. Royal Enfield Thunderbird Bike Royal Enfield Thunderbird is a powerful bike which for the first time broke off from the ‘Bullet’ look. They were modeled similar to the cruisers available worldwide and were positioned as a tourer’s choice. It has developed into a strong marquee itself and continues to remain a brand name despite engineering changes that went into it. It started as a 350cc AVL Single- Spark Engine.

Today the Thunderbird Twin spark is a 350cc Unit Construction Twin- spark Engine with about 20 bhp output. Royal Enfield Classic In 2008, Royal Enfield unveiled its latest offerings – the Classic 350 and the Classic 500.Styled in the vintage 50’s look, they came with 18 inch tyres, Unit Construction engines and the look and feel of a vintage. Priced at 1.3 lakhs and 1.7 lakhs respectively, the 350cc and the 500cc variants are slowly gaining popularity amongst users for the lower ride height, the greater power and above all, the vintage feel of the bike.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

RIDING EVENTS RIDER MANIA 2014

TOUR OF NEPAL 2014 DATE: 5TH OCT-19TH OCT

Nepal is a place that traverses the boundary between Heaven and Earth. It is one of the richest countries in the world, in terms of bio-diversity due to its unique geographical position and variation in altitude. Join us on the third edition of the Royal Enfield Tour of Nepal; where Royal Enfield rides into the land of the mystical Buddha and the brave Gurkha warriors. The ride goes across the border for the 14 day Tour of Nepal this October. Travelling across some of the most scenic mountains forming the famous Annapurna ranges, the ride also take you to Jomsom, which until recently was just a trekking trail. This ride has it all, winding mountain roads, slushy off-road trails and straight stretches through some of the most pristine forests, and is bound to satisfy every rider.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Royal Enfield Reunion West 2014 The second edition of the Royal Enfield Reunion West was held in Silvassa across 12 th, 13th & 14th of September 2014. It was the perfect venue for Royal Enfield enthusiasts and riders from the Western Part of India to celebrate the spirit of the open roads in the company of fellow motorcycling enthusiasts. The venue for Reunion West was the famous Khanvel Resort in Chauda village at Khanvel, Silvassa. The picturesque venue with a river flowing right next to the premises offered a great scenic setting to this event. Registration counters opened on the 12th Sep from 10am onwards. After registrations, the riders retired to their rooms and settled in after having ridden from places as far as Gandhidham and Indore riding as much as 600 kms to the venue. The next day, a host of fun events based around motorcycling and the passion for riding were lined up for the riders. These consisted of the following: Slow Race, Carry Your Bike, Figure of 8, Arm Wrestling and Beer Guzzling. Besides these, there was some great foot tapping music dished out by the famous Whirling Kalpas with Uday Benegal at the helm. DJ Amul took over after the band and set the floor alive with some great music and also added local flavor with some of the region's popular songs.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

GOODWOOD REVIVAL,2014

Every September, the Good wood Circuit in West Sussex comes alive to the roaring sounds of engines as cars, bikes and airplanes from the 1940's, 50's and 60's descend on the track for the Good wood Revival. A three-day automotive festival, started in 1998, Good wood Revival is where Grand Prix and GT cars from the 50s and 60s, along with historic saloons and celebrated motorcycles make a return to the track along with thousands of spectators. The true essence of the festival is brought out by visitors who dress-up according to the period, recreating a setting of what is considered to be the golden era of motor sport from the 1950s and 1960s. There is something for all who visit the festival, vintage cars and motorcycles, retro fashion, and the pure rush one gets from the sound of some truly extraordinary machines motoring around the legendary circuit. Automotive legends from past and present, such as Sir Sterling Moss, John Surtees, Sir Jack Brabham, Phil Hill, David Coulthard, Barry Sheene and several others have raced on this legendary track over the years and become part of the lore at the Good wood Revival.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

RIDES CALENDER STAGE: 3 I.

Ride Description

New Delhi to Gadda Chauki (Nepal) To Kathmandu to Kingdom of Bhutan If you have the zeel and will and THE IRON BUTT Join us for RIDE OF A LIFETIME!!! KINGDOM OF BHUTAN VIA NEPAL (KATHMANDU) Details Start Date: 06 December, 2014 End Date: 15 December, 2014 Or gin: New Delhi, Delhi, India Destination: Bhutan No of Days: 10 Total Distance: 1978 Ride Starts At: 04:00 AM Road Type: Rural Roads URL: N/A II.

Ride Description

RIDE TO GOA Details Start Date: 07 December, 2014 End Date: 11 December, 2014 Or gin: Edapally Destination: Goa No of Days: 5 Total Distance: 757 Ride Starts At: 05:00 AM Road Type: Highway URL: N/A III.

Ride Description

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

It’s a two day ride from Angamaly to Angamaly via Valparai, Coimbatore, Ooty, Gudalur, Nilambur.The ride starts from Angamaly on 8 December at 9 am. From there to Valparai via Chalakudy.Those who are coming from Thrissur can meet us at Chalakudy.From Valparai to Coimbatore via Poll chi and spend the night at Coimbatore. The next day start early morning and head to Ooty either via Coonoor or Kotagiri.From Ooty to Gudalur and back to Kerala via Nilambur and back home. Total distance 600 km.Wear at least a helmet. Details Start Date: 08 December, 2014 End Date: 09 December, 2014 Or gin: Angamaly, Kerala, India Destination: Angamaly, Kerala, India No of Days: 2 Total Distance: 600 Ride Starts At: 09:00 AM Road Type: Rural Roads URL: N/A IV.

Ride Description

Till now heard about it, time to live it........... Night life of Kathmandu... unbelievable views of mt Everest... experience the power of Indian currency... Nepal military academy... and of course mind boggling Nepali food... Details Start Date: 05 January, 2015 End Date: 08 January, 2015 Or gin: Pune, Maharashtra, India Destination: Kathmandu, Central Region, Nepal No of Days: 4 Total Distance: 1952 Ride Starts At: 09:00 AM Road Type: Highway V.

Ride Description

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

This ride is dedicated to all the Animals (including Humans). We will be riding about 230 km each day. Will be stopping 2-3 times each day to offer Blessings and Prasad to the animals and people along the way. We have scheduled several events at Animal Ashrams and Shelters along the route. Join for the whole ride or join us for the day when we are in your area. Feb 1 Lucknow to Jhansi 313 km Feb 2 Jhansi to Guna 186 km Feb 3 Puja and Ceremony in Guna Feb 4 Guna to Indore 288 km Feb 5 Puja and Ceremony in Indore Feb 6 Indore to Dhule 264 km Feb 7 Dhule to Nasik 157 km Feb 8 Puja and Ceremony in Nasik Feb 9 Nasik to Mumbai 166 km Feb 10 & 11 Puja and Ceremony in Mumbai Feb 12 Mumbai to Pune 148 km Feb 13 Puja and Ceremony in Pune Feb 14 Pune to Kolhapur 237 km Feb 15 Kolhapur to Vass co da Gama 232 km Feb 16 Vass co da Gama to Udupi 312 km Feb 17 Puja and Ceremony in Udupi Feb 18 Udupi to Thalassery 215 km Feb 19 Thalassery to Kochi 257 km Feb 20 Puja and Ceremony in Kochi Total 2765 km Lodging has been selected for each night. Contact me for questions Blessings My shell Details Start Date: 01 February, 2015 End Date: 20 February, 2015 Or gin: Lucknow, Uttar Pradesh, India Destination: Kochi, Kerala, India No of Days: 20 Total Distance: 2765 Ride Starts At: 07:30 AM Road Type: Highway

Product campaigns

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Here is a world outside the comfort of the protected nest that mommy and daddy built. And when this world comes calling, young people all over the world go running to see it firsthand. But few young people in India actually get out there and experience that feeling of being on their own. Our job as manufacturers of leisure motorcycles and as people with a healthy sense of adventure is to encourage this young bunch to go out there and get a taste for the unknown.

A Royal Enfield is a rare breed in an age of mass-produced, user-friendly predictability. This is a mechanical motorcycle, handcrafted with love, engineered with purpose, and designed in a way that gives each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by where it was born, and by where it is now built. Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion that has enabled this legendary marquee to thrive in the outskirts of Chennai. This campaign, "Handcrafted in Chennai", is a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Marketing Network You can feel the pulse of your customers, only if you get close to them. This thought process has driven Royal Enfield to set up has a wide network of 11 Brand Stores, 250 dealers in all major cities and towns, and over 200 Authorized Service Centers. The Company also exports motorcycles to 42 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other countries through 40 importers and over 300 dealers across the globe The ISO 14001-quality certification and kaizens are implemented to ensure 2nd part of Marketing Strategies for Royal Enfield Bikes Royal Enfield is a brand associated with Power and Royalty. This may be partially attributed to its long association with The Indian Armed Forces, Its history in England and its unique Thump sound which attracts attention. To understand how Royal Enfield (RE) manages to keep customers loyal in a country where: 1. Petrol prices are very high and the Fuel Average of RE Bikes is lower as compared to competitors, 2. Comparatively cheaper and good designer bikes which provide new advanced features are available, 3. Other companies heavily advertise their bikes, whereas RE hardly uses advertisements Change in Strategy after Year 2000: Marketing Mix: Product: Product which is the ruff & tuff all terrain motorcycle. It has been upgraded with technology such as EFI (Electronic Fuel Injection) for better response, heavy cast iron diesel engine of the earlier model has been replaced by a lighter but equally power full single cylinder four strike petrol engine which is made from aluminum. The gears have removed from the right side to left side to need general standards. But it was ensured that the “VINTAGE” and “Macho” appeal of the bike is not damaged. Place: The market of Royal Enfield can be divided basically into two segments: 1. Metropolitans: Teir 1 &Teir 2 Cities. 2. Small Cities: Teir 3 &DH (District Headquarters) But in both the market it commands premium position. Hence the showrooms must be opened in the prime locations of the cities irrespective of Department of Management Studies and Research, Tirpude college of Social Work Page 18

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

metropolitans or small cities. Promotion: It is promoted in MENs magazines, Adventure magazines, local print media, adventure trips i.e. Himalayan Odyssey and Fan Clubs. Price: It is premium product hence demands a premium price. Segmentation, Targeting & Positioning (STP) Segmentation: It is segmented as a leisure and adventure curser bike. Though in Tier 3 & DH market it is associated with the social/status symbol. Targeting: It is targeting Bikers in the age group of 25-45 years of age; they are working executives as in the case of Tier 1 & 2 Cities and young, rich & powerful in terms of Teir 3 & DH.

TRIP STORYWeekend ride to Goa For the first time ever had decided to go Goa by my machine and the day arrived in April 2012. It was a regular Friday, just like all other regular 9 to 5 corporate workers I was in a day shift in my office but for me the day was full with excitement and thrilling feeling because after the work I was ready to go to the paradise GOA to meet my friend I have never met before personally and to explore the places around. my ride started with shivering hands and legs as this was my first ever longest solo ride and was bit nervous if I could make it or not . After riding through start of NH 17 I was like its okay kind of roads but there were no street light at all which was making me a bit scary situations while overtaking slow moving long vehicles at late night. A regular speed of 60-70kmph maintained to give fuel efficient to my machine also was praying at times to get though the night and sun to rise... As I started the ghats of Mahabaleshwar I felt the cold misty air and my body was warm turning into cool state. I haulted at nearby chai tapri and had late night awesome strong coffee and a smoke. i started off again and till the sun got up i had crossed ratnagiri and was very much close to reach my destination. In between there were ghats where i used to fell in love with the noise my machine ise to give out and the way we cruised along the curves, i just loved it.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

i turned on music and one ear into music and me singing to some songs of my type house music to get some energetic feel to ride on n on as I haven’t slept since last day due to office work. it was more than 24 hours i was awake and after 500kms i got a signboard of panjim i felt more excited to reach there After 9 hrs of the trip it was bright sunny hot day arrived and i was on bike taking three haults at random places having 30-40mins food n drink break... After i reached the local roads of Goa naaka bandi i was happy to c myself still awake and reaching towards my destination. i called up my friend and said "hey was sup?" she said "good morning Ronak, where have you been no good night yesterday? All ok with you?" i said "well good morning and i have been just busy all night long" she asked "where have you been?" I said "just wait will call you back in sometime" and call ended Later after an hour i called her up and asked "is there a balcony at your place?" She replied “yes of course i have balcony!!" i said "can you just get out and look downstairs" she questioned me "are you here by any chance?" i didn’t replied but again asked her to come towards her balcony. She saw downstairs, she replied "there's a guy looking here n there wearing a helmet limitary type and with a jacket on a silver bike or something, I don’t know whose that!" I waved my hands to her and she got surprised that it’s me. it was a Saturday morning, basically i was suppose to sleep as I had a tiring journey for 11 hours and office of 8 hours long... but no sleep at all was in me after reaching my destination. I got ready and went our along with my friend and explored for the first time ever the paradise GOA. Two nights and three days were just some of the amazing time spent on shacks on the beaches, some of the finest restaurants in parts in GOA, The best part was every place I used to hault for something the tourists and the local people used to stare on bike number plate and the bike shining in sunny day and me in helmet, still they do when I go there: P i mean since a year I had this in my mind about Rider Mania Goa that one day i will ride all the way to Goa and I made that happen not only once in April 2012 but after that month i again went there with my TBTS I call her my birthday the very alternate month July again on my birthday in august and planned again in October last weekend and the best part i m going for Rider Mania 2012 vagator Goa.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

I don’t know why Goa attracts me so much its like am going to a place which is just few mountains away for me and a place till the time I reach its a ride full of pure nature surrounded roads and curves of the NH 17 real slim roads like never experienced before. Also experienced just a tiny issue with bike but was solved immediately as I was crossing ratnagiri phew!!! Picture abhi baaki hai mere fellow riders!! WARI LA, LADAKH!! This was my second time around to the World’s Best … Ladakh!! We reached Leh from Kargil. En route, we were amazed by some breathtaking views. This stretch was chill to the bone, which is the case around these parts! We passed through some delightful views, passes and good roads. We had an overnighter at Lamayuru. This is where I had a chance view of Mark Tully, the author. He was in a Buddhist monk’s disguise and my re-collection was not fast enough for me to ask him for an autograph. Nonetheless, we were tired and took solace in a Strong Beer. We left this picturesque Gompa and rode all the way to Leh. This place has changed in a year. It is more crowded and I can get a feeling of being in Goa (except that they are wrapped up more!). More people have ventured into this land, as roads have improved and the popularity has caught people’s fascination. In fact this little piece here is adding to the reputation. Had been to ‘Kardung La’ last year and wanted to do something different. Spoke to my dear friend, Rahul “MAT” Chauhan. MAT has been fastened as his middle name, picked from his first Royal Enfield that he owned. Discussed with him on the ‘different angle’, he knows these parts pretty well as he has been here more than 20 times. He mentioned Wari La. He had heard a lot about this place and was intrigued. And through it we could go to Kardung La and meet rest of the riders there. And we all ride back together to Leh. Nice little plan was shaped and we said good-night and snuggled in. Our room, a kind of penthouse, had a view to a nearby snow peak. It was glorious to wake up to such a view and we got ready fast, excited that we were. We left with not much luggage, as we were to come back to the room that very night. There are two main roads to Leh - one towards Srinagar (NH1D) and the other to Manali (NH21). We took the Manali road and took a deviation at Karu. This road would take us to Pyonyong too. We took another deviation towards left and we were Wari La bound.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

It was a winding road and provided us with the some abundant views. We passed through small villages and few Gompa’s. These became more and more scarce and after sometime, we were alone. So alone that we were devoid of trees, grass, humans and finally animals. We kept riding on and on. Just the thump of our bikes and echo’s from the mountains around. We ride in a 1-by-1 form and were doing good time. Finally, there was a steep ascendency, sure shot signs of reaching a Pass. From barren lands, we started to appreciate bits of snow here and there. As we went higher, the scattered snow changed into large chunks of snow. There was a place which was hit by a landslide, converting a proper road to a singular track. All exciting the bikers. We stopped and clicked few pictures and were soaking in ‘Ladakhness’. We were happy with the goings-on and kept ripping ahead. Crash Bang and Boom!! That is how I went down. Crash II, Bang II and Boom II!! MAT joins me in tasting the sweet mother earth. Let’s rewind this and take you in a slow motion format. So this is how it happened. Let’s go back to the moment, where we were riding and feeling about being alive and all that. The road was twisting and turning. The gradient was tough enough for us to look beyond the curve. We took the turn and we came upon sleet. Honestly, this was the first time I had come across something like this. It is basically frozen water converted into a sheet of ice. To put it in few words, our bikes (for that matter, any bike/car) would not be able to navigate through it. There was no grip between the floor and the rotating wheel. And as it was a gradient climb, I was pushing the throttle. Kaiser slipped and we fell. As mentioned earlier, we ride in a 1-by-1 format and MAT did not have enough time to apply his brakes and he gave me company on the newfound phenomena called SLEET. It took us few seconds to understand the difference between bliss and breakdown. We both were wearing riding boots; as we were riding you know! We tried to stand and slipped and fell again – our riding boots giving no grip to stand upon. It was a smoothened ice. We could not grip onto something, as one side was the gorge and the other the mountain face and we fell right in the middle. We chanced upon a small stone, fitting quite well within our palm and having a sharp edge. We started breaking the sleet to get a toehold. The altitude was high enough to suck out the Department of Management Studies and Research, Tirpude college of Social Work Page 22

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Oxygen. We were able to hit the sleet 5 odd times, before we were out of breath. We would slide the stone to each other for other to do his bit to stand up. After few such strikes, I laid flat on the sleet and had a psychedelic experience. When I looked into the sleet to figure out what the hell it was, I could see water flowing beneath it. I thought less Oxygen and despondency was making me see things. If you remember there used to be a psychedelic lamps in the 70’s. And there would be multi-color bubble’s floating in the liquid. It was just like that and I kept watching the gracefulness of this performance. I remember now, it was called as “Lava Lamps”!! Anyway, time passed and where were we going, we kept at the sleet and got some foothold to stand up. Now it was the turn of our bikes to be standing on their wheels too. We got to knocking on the sleet again. Once that done, we fixed our wheels into it and that way, we got it to the side of the road. There was no tar on the side of the road and as such sleet could not work its magic on it. With this experience, we steadied ourselves and watched out for more such marvels. To top this, the gradient became steeper. We had to keep the bike on lower gear and give more throttle for the bike to struggle its way up. We were doing all this and kept moving ahead. It was tough going and we were inching painfully ahead. The sleet where we kissed the ground was around 15-20feet in length. This was agonizingly increasing. There were stretches where we could not see the end of it. On one such stretch my bike gave way. Bike was on first gear, clutch stretched, throttle on … but the bike was not moving ahead. We realized that the clutch plates have gone bald and there was no play left in it. Once that realization dawned upon us, there was nothing else to think. From the spot where this breakdown happened, we could see the milestone to Wari La. It said 1 km. I convinced MAT to carry on riding and cross Wari La. Bikers!! That was the only thing in my mind. Scale that peak which we have struggled to reach. MAT returns after a while. Takes off his helmet and tells me, there is a chunk of snow which starts high above the mountains and ends way within the gorge. Basically, the road was blocked with snow. And this was just ahead the next hair pin bend. Story of so close and yet so far. We decided to turn back and head towards Leh. Oh! But we have worn out clutch plates! There were no vehicles around for us to load my bike on. We quickly realized that we do not even have birds to carry our messages. Well, mobile phone stopped working long - long time back. Department of Management Studies and Research, Tirpude college of Social Work Page 23

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

MAT started pushing my vehicle on the carrier that was fitted for this ride. This is how we did for next 50 odd kms. Less Oxygen, declining gradient and no control over the bike was a challenge to keep up with. This tit-bit is for all the bikers who switch off their engines coming down. It is the most stupid act you can ever do. Without your bike on a gear, you are in deep shit if you have to brake. Many of the places we took short cut to avoid the long winding roads. These short-cut were even more angular. Few places I slipped from my bike and fell down. Thanks to my riding gear, there was not a scratch on me. But this feeling of helplessness was too overwhelming. We did this mechanics all the way back to Karu. Where we hailed a pick-up truck and hauled both the bikes on it. We reached Leh and went straight to the mechanic shop. There are only two Bullet mechanics in Leh. One is Sharma, who is a character in himself. You cannot go to him and ask him to check your bike. He expects you to be the rider of that bike and you should be able to clearly define the problem. If not, he turns around and walks off. Previous year I had a busted rear shock absorber that I fixed with him. To my great relief, I made him smile with my silly jokes. This year we were at the other place. He is another character. There is a race which is held from Leh to top of Kardung La. The short time achieved is the winner. And the owner of this service centre has won it twice – introducing Jumma. His son, Anu, is another character. After we came back, he had participated in the Hero off-roading advertisement (it was shot around Ladakh). He moved with ease on all the stunts he was asked to do. He requested if he can ride that bike back all the way to Leh. And just before reaching the city he had an accident on the bike. That is him – unpredictable! But he is a handsome dude and swoons most of the local girls in Leh! Coming back to the current story. We asked him to replace the clutch plates. He looks at us and smiles. “We do not have such spare parts in Leh” he jibes. I look around and asked him, but you sure have done this job. He says “of course”. I asked him to show where those replaced parts were. We took out some 15 plates and started sorting them. Out of the 6 clutch plates that I had, 4 of them had gone silky smooth. So we replaced with the best that we could find, with some/any grooves on them. We put them all together and fitted back – 2 existing and 4 from scrap. We took Kaiser for a test ride and it behaved well. Only thing I had to forego was the power in my vehicle. Most of my ride back to Ambala, I had to struggle on inclines. Department of Management Studies and Research, Tirpude college of Social Work Page 24

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

That is story up above in Himalaya’s. After that I have done enough and more riding around the country, including a cross country – Ambala to Bangalore. But in one of my recent ride to Ramanagar (more famous for Sholay shoting), I really had to struggle to get some speed on my bike. Nanda who was riding with me was not happy at all and so weren’t we!

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Research Methodology Methodology is a way to systematically solve the research problem. It may be understand as a science of studying how research is done scientifically. Research Methodology is a step by step study of a problem. Physical activities involved in the study are:  Developing the questionnaire regarding the customer satisfaction of the product  Optimum respondents as a sample size are chosen for the activity to resemble the entire population.  Get the questionnaire filled by the customers in the place through interview or personal interaction.  Analysis of data on computer with special market research statistical package called SPSS.  In this research questionnaire is framed in such a way management wants to know how the customers are taking things that they had done to them and to find out the expectation of the customers thus it will impact in policy making of the firm in the current fiscal year. The questionnaire designed had closed question to find the respondents actual feeling as well as their opinion rating about the satisfaction regarding the product. The methodology followed for conducting the study includes the specification of research design, sample design, questionnaire design, data collection and statistical tools used for analyzing the collected data.

Data Collection

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Once the researcher has decided the ‘Research Design’ the next job is of data collection. This data is useful for observation organized, so that we can get some patterns and come to a logical conclusion. Depending upon the sources utilized, whether the data has come from actual observations or from records that are kept for normal purposes, these statistical data can be classified into two categories i.e. Primary data and Secondary data.

1. Primary Data: Primary data can be obtained by communication or by observation. Primary data is one which is collected by the investigation himself for the purpose of a specific inquiry or study. Such data is original in character and it generated by surveys conducted by individuals or research institutions. This data This data Collection done by following methods:-

  

Observation Method. Questionnaire Method. Interview Method.

2. Secondary Data: When an investigator uses the data which has already been collected by others, such data is called as secondary data. This data is primary data for the agency that collects it and becomes secondary for someone else who uses this data for his own purposes. The secondary data can be obtained from journals, reports, government publications, publication of professionals, Internet and research organizations and so on.

Objectives of the Project/Study



To find out Factors influencing Buying Behavior of Consumers.



To find out which Brand communications Company do.



To find which type of people usually purchase this vehicle.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City



To find out the motivation behind this purchase.



To find out whether they have product information or not.



To find out whether Company provide the information or not.

Scope of the Study



Analyzing needs of the customer.



Providing the necessary information to the customer about the product.



Commercial discussion with the customer.



Collecting information on current market position of the Company.



Collecting information on customer satisfaction.



The study aims at understanding various issues involves in providing after sale services to the customer.



The research of the study will include the after sale services provide by royal Enfield.

Limitations    

Time Consuming Limited Resources Expensive Not always Feasible

Hypothesis    

High Income Group people & Hobbyists prefer to buy Royal Enfield Bikes. Main Purpose of buying Royal Enfield is for pleasure and high social status. Buyers of Royal Enfield are motivated by Friend circle & Community. An advertisement does not have any motivation on buyers.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Data Interpretation

1. Which of the following brand communications did you come across for royal

Enfield? Alternatives Magazines Newspapers Websites E letter Outdoor Publicity Social media Clothing & accessory In-store branding Rider clubs Tours TV programmers Movies Other (specify)

No of Respondents 15 10 22 0 0 1 0 0 6 0 0 9 27

The Brand communication users came across are: Out of 90 Respondents 15 through magazines, 22 through websites, 1through social media, 6 through Rider clubs, 9 through Movies, 27 others.

2. Your Royal Enfield bike usage involves which of the following? Alternatives Work place commuting Family ride Pleasure Outstations Tours & trips

No of Respondents 7 0 65 0 18

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Royal Enfield users use their bike for: Out of 90 Respondents 7 for Work place commuting, 65 for pleasure, 18 for Tours & trips.

3. Income bracket (per month) Alternatives < 25,000 25,000 – 50,000 50,000 – 75,000

No of Respondents 27 39 10

75,000 – 100,000 > 100,000

4 10

Income of Royal Enfield users are: Out of 90 Respondents 27 below 25000, 39 between 25000-50000, 10 between 50000-75000, 4 between 75000100000, 10 above 100000

4. How did you buy your royal Enfield? Alternatives Own money Loan/finance scheme

No of Respondents 49 41

Royal Enfield users bought their bike on: Out of 90 Respondents 49 by own money and 41 by loan / finance scheme.

5. Appx. How many Royal Enfield advertisements did you come across before purchasing? Alternatives 1 to 5 5 to 10 10 to 15 15 to 20 > 20

No of Respondents 71 4 6 5 4

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Royal Enfield users came across advertising before purchasing: Out of 90 Respondents 71 saw between 1-5, 4 saw between 5-10, 6 saw between 10-15, 5saw between 15-20, 4 saw above 20.

6. How would you like others to call your Royal Enfield? Alternatives

No of Respondents

2 wheeler Bike Bullet Motor cycle Anything else

0 0 85 0 5

Royal Enfield users call their bike as: Out of 90 Respondents 85 call bullet, 5 with their favorite names.

7. Do you think owners of Royal Enfield belong to a separate class? Alternatives Yes No

No of Respondents 56 34

Out of 90 Respondents of Royal Enfield users 56 think that they belong to Separate class 34 doesn’t think so.

8. According to you, which category of people owns royal Enfield the most? Alternatives Working youth Non works. Youth High income Hobbyists

No of Respondents 10 10 15 55

Out of 90 Respondents 10 working youth, 10 non working youth, 15 high income group, 55 hobbyists.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

9. Did your family members/friends/colleagues encourage you to buy this RE over other bikes? Alternatives YES NO

No of Respondents 70 20

Out of 90 Respondents 70 users were encouraged to buy and 20 were not encouraged.

10. Did you consider any other bike before buying this Royal Enfield? Alternatives Yes No

No of Respondents 23 67

Out of 90 Royal Enfield users 67 doesn’t consider any other bike, while 23 consider other bikes.

11. Did you have full product information before buying? Alternatives Yes Almost full Average Some information

No of Respondents 42 30 8 10

No information

0

Out of 90 Royal Enfield users 42 have product information, 30 have almost full information, 8 have average, and 10 have some information. Department of Management Studies and Research, Tirpude college of Social Work Page 32

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

12. Do you think the product information given by the Company is sufficient? Alternatives YES NO

No of Respondents 67 23

Out of 90 Royal Enfield users 67 think that company gives sufficient information while 23 don’t think. 13. Whose counsel did you get while purchasing? Alternatives Known users

No of Respondents

Users not known

0 3 10 21 6

Co. Service Tech. Your known mech. Friends Riding club

50

Out of 90 Royal Enfield users 50 counsel known users, 21 counsel friends, 10 Counsel mechanics, 3 co. service tech.

14. Does your family own a 4-wheeler? No of Respondents Alternatives YES NO

61 29

Out of 90 Royal Enfield users 61 have 4-wheeler and 19 don’t have. 15. How many of your friends/relatives/colleagues own a Royal Enfield? Alternatives

No of Respondents

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

1 2 3 4-5 6-10 Above 10

10 11 16 30 7 16

Out of 90 Royal Enfield users everybody’s friend is at least having 1 same bike.

16. Does your Royal Enfield put you in a good mood every time you ride it? Alternatives No of Respondents Yes 50 Mostly 40 Not really 0 No 0 Did not consider this 0 Out of 90 Royal Enfield users 50 users said their bike put them into good mood every time they ride it. 17. Did you consider size of Nagpur city when you purchased your Royal Enfield? Alternatives Yes No

No of Respondents 35 55

Out of 90 Royal Enfield users 35 considered the size of Nagpur while 55 don’t Considered. 18. Did you have outstation visits in mind when you bought your bike? Alternatives Yes No

No of Respondents 57 33

Out of 90 Royal Enfield users 57 have outstation visits in their mind while 33 Don’t have.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Findings & Conclusions This was the 1st assumption that High Income Group people & Hobbyists prefer to buy Royal Enfield Bikes. And after the research I found that the assumption is correct because the high income class people buy this bike for their social status and hobbyists buy for their hobby.

This was the 2nd assumption that Main Purpose of buying Royal Enfield is for pleasure and high social status. And after the research I found that the assumption is right because the high income class people buy this bike for their social status and pleasure.

This was the 3rd assumption that Buyers of Royal Enfield are motivated by Friend circle & Community. And after the research I found that the assumption is right because many of

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

respondents in the research were encouraged and motivated by the friends / colleagues / family members / community people.

This was the 4th assumption that Advertisements does not have any motivation on buyers. And after the research I found that the assumption is right because most of the respondents in the research were saying that they hardly come across any ad of Royal Enfield, so company should look after advertisements properly.

 Some of the major findings of research from the Questionnaire are as follows:                

Websites are the only effective brand communications of Royal Enfield. Royal Enfield users use this bike for pleasure. Highly income group people buy this bike. Mostly this bike is purchased by own money. Advertisements of Royal Enfield are very less. Royal Enfield users have passion towards this bike. Royal Enfield users think they belong to a standard class. Royal Enfield is mostly owned by Hobbyists. Most of the Royal Enfield owners were encouraged to buy this bike by friends. Most of the Royal Enfield users have full product information. Most of the Royal Enfield users think that company provides sufficient information. Most of the Royal Enfield users have the four wheeler. Most of the Royal Enfield users have the outstations visits in their mind. Royal Enfield put the users in a good mood every time they ride. Most of the Royal Enfield users don’t consider the size of Nagpur City. Most of the Royal Enfield users’ friends /colleagues /family members have Royal Enfield bikes.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Recommendation & Suggestions



After this research I did I strongly recommend Royal Enfield Company to look



after their advertisements because they are very week? The after sales service is good but still can do better so need to improve in this



area. Royal Enfield should give the full product information to the users because they



have such a good product so should explore it. In the research, some respondents have figured out some drawbacks of the



product, so should improve the product. And if Company is launching some new models for ex new Royal Enfield Continental GT, so should do the promotion strongly..

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Annexure QUESTIONNAIRE

1. Which of the following brand communications did you come across for royal Enfield? - Magazines - Newspapers - Websites - E letter - Outdoor Publicity (Hoardings, etc.) - Social media - Clothing & accessory -In-store branding -Rider clubs -Tours -TV programmers -Movies -Other (specify) ______________ 2. Your Royal Enfield bike usage involves which of the following? - Work place commuting -Family ride Outstations -Tours & trips

-Pleasure

-

3. Income bracket (per month) < 25,000 25,000 – 50,000 50,000 – 75,000 75,000 – 100,000 > 100,000 4. How did you buy your royal Enfield? -Own money -Loan/finance scheme 5. Appx. How many Royal Enfield advertisements did you come across before purchasing? -1 to 5 -5 to 10 -10 to 15 -15 to 20 > 20 6. How would you like others to call your Royal Enfield? - 2 wheeler -Bike -Bullet -Motor cycle - Anything else ( ) 7. Do you think owners of Royal Enfield belong to a separate class? -Yes -No If yes, how would you describe it: _____________________________________ ______________________________________________________________ 8. According to you, which category of people owns royal Enfield the most? Working youth -Non workg. youth -High income Hobbyists

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

9. What do you think is unique about Royal Enfield (please specify)? _______________________________________________________________ _______________________________________________________________ ______ 10. Did your family members/friends/colleagues encourage you to buy this RE over other bikes? -YES -NO 11. Did you consider any other bike before buying this Royal Enfield? -Yes -No 12. What was your motivation in purchasing this Royal Enfield? _______________________________________________________________ _______________________________________________________________ 13. In what way do you think this bike enhances your personality? _______________________________________________________________ ______________________________________________________________ 14. Did you have full product information before buying? -Yes -Almost full -Average -Some information -No information 15. Do you think the product information given by the Company is sufficient? -YES -NO 16. What were your sources of product information? _______________________________________________________________ _______________________________________________________________ 17. Whose counsel did you get while purchasing? -Known users -Users not known -Co. Service Tech. -Your known mech. -Friends -Riding club 18. Did you consider any specific product benefit while purchasing? List them. _______________________________________________________________ _______________________________________________________________

19. Does your family own a 4-wheeler? -YES -NO Department of Management Studies and Research, Tirpude college of Social Work Page 39

Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

20. How many of your friends/relatives/colleagues own a Royal Enfield? ________ 21. Does your Royal Enfield put you in a good mood every time you ride it? -Yes -Mostly -Not really -No -Did not consider this 22. Did you consider size of Nagpur city when you purchased your Royal Enfield? -Yes -No 23. Did you have outstation visits in mind when you bought your bike? -Yes -No

Bibliography

  

www.royalenfield.com www.wikipedia.com www.google.co.in

BOOKS: 

Khan M. Y. & Jain P. K., ‘Marketing Management (Text & Problems)’, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, Third Edition.

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City



Chandra Prasanna, ‘Marketing Management (Theory & Practice)’, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, Fifth Edition.



Rustagi R. P., ‘Marketing Management (Theory, Concepts and Problems)’, Galgotia Publishing Co., New Delhi, Second Revised Edition.



Pandey I. M., ‘Marketing Management’, Vikas Publishing House Pvt. Ltd., New Delhi, Eighth Edition.

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