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INTRODUCTION
Marketing is a very wide area of study. It covers various aspects
such as sales, advertising, distribution, etc… which take the form
of the principle branches of marketing. In order to enrich the
growth of the branches of marketing a very deep and distributed
root system is required. This root system of marketing take the
form of a detailed study of consumer behaviour with respect to
products either in the pre- launch period with a great concern to
sales growth. This study is undertaken keeping in mind, the
accomplishment of the various planned goals and objectives that
have been set by the management of respective company.
Many theories have been formulated and simultaneously various
books have been written on various aspect of consumer behaviour
study. These theories and books have been compiled keeping in
mind various factors that affect the consumer behaviour prior to
purchase and after purchase situation. Taking these theories into
consideration business concern have been involved in studying
consumer behaviour in a very detailed manner in order to keep a
check on their business.
The necessity for consumer behaviour and marketing study was
not considered important during the period prior to 1950, it was
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during the time when companies were basically following sales
oriented marketing strategy started to change over to a modern
marketing strategy of being consumer oriented. When companies
accepted this kind of an approach, customers were finally
considered as the king of the market and the necessity for
consumer behaviour study regarding marketing came into lime
light. Marketers are getting involved in finding the likes and
dislikes of the consumers and trying to find out what those factors
could be that influence a person in making purchase decision. By
doing this, the marketers were able to satisfy the need of
consumers, as well as, accomplish the objectives of company.
Customer satisfaction measures the gap between customer
experiences and expectations. If a customer’s experience of a
product or dealer service exceeds his/her expectations, then the
exceeded amount will equal satisfaction. And conversely, if the
customer’s experience falls short of expectation, the short fall will
be equal dissatisfaction. Thus, customer satisfaction is the art of
managing customer expectation and experience.
Many companies are fighting for share of flat or fading markets.
Thus, the cost of attracting new customer is rising. In fact, it costs
five times as much to attract a new customer as it does to keep a
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current customer satisfied. Satisfied customers make repeat
purchases, and they tell about their good experiences with the
product. Smart companies go out of their way to delight customers
by delivering more than they promise. Today, it is universally
accepted that the satisfaction of customers is the ultimate
benchmark of organizations success.
This project report will be basically concerned with specialization
subject- Marketing-, which is apart of the final year Bachelor of
Business Management program and this report shall be
concentrated mainly on key aspect of marketing, namely, customer
satisfaction. This study on customer satisfaction is being associated
with one of the leading two-wheeler company the ‘Royal Enfield’.
In the following paragraph a brief note on the problem that has
been undertaken as the subject matter is explained.
Taking into present scenario of the two-wheeler market into
consideration it seems to be ever booming to property. During the
earlier 70’s people were of the opinion that motorcycle was an
expensive and luxury item. But as the time passed over the decade,
the notion was changed at a great deal. Today out of every 10
houses in urban area of Bangalore, 8 homes have two-wheeler.
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Hence it can be seen that a two-wheeler has changed from a luxury
item to a necessity. This indicates that the present market condition
is very good & future of the indenting seems to be highly potential,
hence many new entrants are entering the industry and making the
competition even more enthusiastic.
In this project report, we will find out the satisfaction level of the
Royal Enfield Bullet owners in Bangalore city. The problem it is
facing in the present market scenario. This project evaluates the
various factors that keep the customer satisfied. It also evaluates
the various factors that influence a customer to buy the bullet.
While selecting a bullet, the various aspects that have to be given a
thought with respect to Brand Image, Colour, Fuel-efficiency,
technology used, etc…