a study on customer’s preference towards royal enfield motorbikes in coimbatore city, tamilnadu.
G. MURALI MANOKARI1, MBA., M.Phil., (Ph.D.),R.Kanaka Rathinam
Published in International Journal of Advanced Research in Business Management and Administration
ISSN: 2348 -2354 Impact Factor:1.48 Volume:1 Issue:1 Year: 08 December,2013 Pages:91-104
Abstract
The purpose of this study on customer preference will help us to understand the needs & Wants of the customers towards Royal Enfield. The study could provide appropriate and timely information about the position of preference level of customer towards Royal Enfield. As the objectives of this study is to analyze the customer preference and to find out the customer satisfaction level towards the ironic brand Royal Enfield. This study also investigate the services and factors which influence the customers to purchase the Royal Enfield bikes and also identify what customers are expecting from the Royal Enfield. To know about the customer Preference and factor which influence the customer’s preference in buying decision process. Customer preference is influenced strongly by culture, social, personal and psychological factors. For this purpose, 120 customers were selected and obtained the various responses based on the questionnaire method. By and large it was found that most of the customers are choosing Royal Enfield vehicles because of its Vehicle Appearance, pickup, good models and engine appearance etc.
Kewords
Royal Enfield, Customer Preference, Bullet, Automobiles.
Reference
Analysis for Marketing Planning, Donald Lehmann and Russell S Winner, 6th Edition, Tata McGraw Hill, 2005 Basic Marketing A global Managerial Approach, 15th Edition, William D Perreault Jr, E Jerome McCarthy, Tata McGraw Hill, New Delhi, 2006
